Monday.com has unveiled a new brand campaign in Australia, titled ‘The first work platform you’ll love to use’. The campaign introduces a purple llama as its central figure, aiming to forge an emotional connection with users by demonstrating the platform’s capabilities in project management and goal setting.

The campaign is being deployed across various channels, including online, social media, and out-of-home (OOH) placements. These placements are strategically located in Sydney and Melbourne, targeting high-traffic areas such as office towers, trams, and airports.

The campaign’s creative elements include a commercial set in an office environment, featuring a cover of Rihanna and Calvin Harris’ song ‘We Found Love’. In the commercial, the purple llama character introduces employees to the monday.com platform, highlighting its user-friendly features.

Stephanie Perez-Israel, Regional Marketing Lead APJ at monday.com, commented on the campaign, stating, “This campaign is a celebration of the love our customers have for monday.com, and now it’s Australia’s turn. Aussies are known for cutting through the noise and valuing tools that just work. We’re excited to show how monday.com makes work more manageable and enjoyable, no matter your position or where you’re logging in from.”

Perez-Israel further elaborated on the campaign’s approach, saying, “We focus on the evolving role of emotion in B2B marketing and speak to how work actually feels. We’ve created something that feels genuine by grounding our creativity in everyday work moments.”

Robbie Ferrara, Global Creative Director at monday.com, added, “With this campaign, we set out to break the conventions of category marketing—and prove that SaaS doesn’t have to be beige. By leaning into relatable moments, we’re spotlighting the joy and energy monday.com brings to everyday work, and the real impact our platform has on collaboration and productivity.”

monday.com has reported a 30% year-over-year revenue growth in the first quarter of 2025, reaching a significant milestone of $1 billion in annual recurring revenue (ARR). The company serves approximately 20,000 customers in Australia and New Zealand (ANZ) and has a global customer base of around 245,000.