At Rethink Communications, we worked with Slack to create a print and digital campaign that would launch their product across North America. Slack is a team communication platform that makes work simpler, more pleasant, and more productive.
With such a high adoption rate even before the campaign launch, we wanted to use that to our advantage. We did this by focusing on some of the most notable brands and organizations that are doing purposeful work, and use Slack to help them achieve it. It kicked off with a homepage takeover on Wired.com, featuring NASA's Jet Propulsion Laboratory and their team name on Slack.
There's a subtle beauty in naming your team, as it becomes another living representation of your brand. As Slack plays a large role in helping organizations do the work they do, we wanted to depict the process of reaching that aha moment while naming your team.
Our main objective through this campaign was building on Slack's already existing brand trust and recognition. By directing users to a landing page that featured the ad they clicked on, it drove interest in how that team used Slack, while creating continuity in the campaign. Check it out at neutrinoinahaystack.slack.com.