UKG launches global rebrand and campaign
New brand identity and corresponding campaign When Work Works, Everything Works highlight UKG’s leadership in AI-powered workforce solutions that empower the frontline worker.
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UKG, a leading global AI platform for HR, pay, and workforce management, has unveiled a bold new logo and identity with the launch of its global brand campaign, When Work Works, Everything Works.
The campaign marks a major leap forward in UKG’s evolution as the world’s Workforce Operating Platform unifying HR, pay, workforce management, and AI agents into a single solution that turns the world’s largest workforce data set into critical business insights supporting every worker, from the front office to the frontline.
The new brand campaign features Adam Scott, acclaimed actor and star of the Emmy Award-winning series, Severance, and arrives at a critical cultural moment: as burnout, hybrid work, and frontline workforce complexity challenge leaders everywhere, UKG is showing that when work works better, businesses, employees, and customers all thrive.
Credits
View on- Agency Droga5/New York
- Production Company Ruffian/Los Angeles
- Director Martin Krejci
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Credits
View on- Agency Droga5/New York
- Production Company Ruffian/Los Angeles
- Director Martin Krejci
- VO Adam Scott / (Talent)
- Executive Creative Director Mariano Jeger
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Droga5/New York
- Production Company Ruffian/Los Angeles
- Director Martin Krejci
- VO Adam Scott / (Talent)
- Executive Creative Director Mariano Jeger
At the heart of the new campaign created by Droga5, part of Accenture Song, is the new, self-aware, evolved character of “Work,” voiced by Adam Scott (Severance, Big Little Lies, Parks and Recreation). This modern, approachable character tells the story of how “work” itself improves after discovering and using UKG, showcasing how the Workplace Operating Platform helps organisations navigate today’s workplace complexities with smarter, more empathetic solutions.
Mariano Jeger, Executive Creative Director at Droga5 New York, said, “The greatest inspiration behind this campaign was the everyday struggle we all feel in pushing through the constant pressure of modern work. We imagined what would happen if Work itself became a character. Not the version we are used to, but one that is more self-aware, slightly evolved, and even a little endearing. With the help of UKG and Adam Scott bringing it to life, we finally get to hear Work own up to its flaws and start figuring out how to make work work.”
FUNDAMENTALco led UKG’s new brand strategy and identity, and Droga5 New York, part of Accenture Song, created the new creative platform and campaign. The global campaign will launch with creative across film, audio, print, OOH (out of home) in major airports, paid and owned social media, and responsive digital displays, while the new brand will be featured prominently at major industry events throughout the year, debuting at UKG’s Aspire customer conference on November 3, 2025.
The campaign launches with an 80-second long-form film, a 60-second anthem, two 30-second films, and a series of 15-second films. Directed by Ruffian’s Martin Krejčí, the spots will run globally across connected TV, digital, and social.
The campaign’s tone is plain-spoken and human, positioning UKG not just as a technology provider but as a partner that understands people, the workforce, and the impact frontline workers have on their customers around the world.
