Notion — jack de caluwe

Notion

Overview:We worked with Notion on its first international brand campaign, For Your Life’s Work, a campaign about the way Notion moves with people across the many versions of a day.

At the time, Notion was already deeply loved as a personal tool. People used it to plan trips, track projects, write notes, build systems, and keep small pieces of their lives in order. The opportunity was to show that the same flexibility could belong at work too, from young companies and startup teams to much larger organizations.

To speak to that audience, Notion needed something that did not look or feel like every other tech campaign. The product has always had a certain tactility to it: simple, responsive, a little handmade in spirit. So the campaign leaned into that difference. Instead of presenting productivity as something cold or corporate, For Your Life’s Work showed Notion as a tool for the full, messy, practical, personal shape of modern work.

Role:
Exec. Creative Director
Client:
Notion

Year: 2022

Agency:
Instrument

When we close our eyes, we can all imagine what a tech company looks, feels, and sounds like. There’s a homogenous feel to the ways they show up in the world. As a product, Notion is different from the norm. More tactile, more responsive to a user’s needs, and more down-to-earth. To break through, we needed to create a marketing campaign that could stand out in a crowded category.

To stay true to the spirit of the product, we focused our storytelling on the human value of Notion rather than the product benefits. We hoped to not just show the value, but ultimately, to make people feel it—and want to experience it for themselves.

To meet our audience where they live (and work), we produced out-of-home experiences and campaign touchpoints in three major markets throughout the US, UK, and Japan. Takeovers spanned across print, digital billboards, kiosks, metro, connected TV, and all over social media.

These weren't just American stories translated and recreated across multiple regions, but messaging tailored to the unique needs and experiences of each market.