THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

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Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

Project Cha-Ching

Finalist in Short Form Video

Objective

The campaign aimed to expand Jira’s appeal beyond its well-established developer audience and make it indispensable for marketers, project managers, and other non-technical users. The challenge? While Jira was already the go-to project management tool for developers, its technical reputation made it feel intimidating and inaccessible to those outside the tech world.

Strategy

Jira needed to shift perceptions from a developer-only project management tool to a must-have for knowledge workers like marketers and project managers. The challenge? Jira’s technical reputation made it feel intimidating and inaccessible to non-technical users.

To shift perceptions and make Jira feel more approachable, we strategically partnered with Zach Woods—an actor deeply embedded in tech and workplace culture through his roles in Silicon Valley and The Office. Woods has a unique ability to make complex work environments feel both absurd and relatable, making him the ideal figure to introduce Jira as an approachable platform to a broader audience.

In Project Cha-Ching, Woods tackled his most ambitious project yet—managing his billion-dollar empire with Jira. His self-aware, over-the-top persona transformed what could have been a dry, instructional campaign into something genuinely entertaining. By showing Woods seamlessly navigating even the most ridiculous business ventures with Jira, we proved that if he could use it, anyone could.

Through organic and paid social campaigns on TikTok, LinkedIn, Instagram, and YouTube, we placed this content where audiences were unwinding, scrolling, and looking for an escape from work—not another tool that adds to their stress. By blending humor, storytelling, and workplace relatability, the campaign did more than drive awareness—it reshaped perceptions, proving that Jira is for anyone with a big idea, not just developers.

What Makes This Entry Unique?

 

 

Results

Results

The campaign exceeded all expectations:

By making Jira relatable, accessible, and entertaining, the campaign redefined how B2B brands can engage new audiences.

Media

Entrant Company / Organization Name

Noble People, Atlassian - Jira

Links

Entry Credits