Atlassian was a teamwork software company better known for its individual products (e.g. Jira or Trello) than for the Atlassian brand itself. In order to grow the business at an enterprise level, that needed to change.

So for its first ever brand campaign, we gave Atlassian a POV on the world — teamwork makes whats impossible alone, possible together — and brought it to life in breakthrough fashion.

Inspired by a line in Alice in Wonderland (“Why, sometimes I’ve done as many as six impossible things before breakfast”) we used Atlassian’s suite of teamwork tools to make 6 universally understood impossibilities, possible.

We built Rome in a day… with a 24 hour Twitch activation. We made money grow on trees… with a partnership between Square and the NYC parks department. We made dreams last forever... with a first-of-its-kind AI experience.

The campaign instantly put Atlassian’s brand on the map. And Impossible Alone is still its platform to this day.