Privacy campaigns
From intimately connecting people who are apart, physically or not, to finding a way of saying “I love you” to your son, to liberating people to do and say what they want to, to bringing the fun on a sticker that means nothing to everybody, but everything to you and a close one, to having private groups helping and/or entertaining each other, to that meme that tells your girlfriend how you feel better than words, to being the private place and soul of refugees, to being the voice for people who can’t read or write, to helping dialects to not disappear in countries like India, to making rivals, privately, help each other in the biggest social inclusion celebration of a country like Brazil, to informing people about what’s true or false in a worldwide pandemic, to being the protected line for minorities against all sorts of races, nationalities, gender or accessibility prejudices…
WhatsApp is the brand where people can be their true selves. Because when privacy is deeply felt people can communicate freely and experience real relationships. It trumpets the power of intimate human connection.
On WhatsApp, People feel safe and encouraged to share things that usually stay with them or between them and their friends, on a WA people always message privately. All happens in a encrypted place because privacy is a human right, always remember that.
Privacy Swap
Privacy Gesture
It’s Between You Carnival
Whatsapp launched its first brand campaign, with an epic branded content short film, online video and TV spot based on a real story of disaster ahead of Brazil’s national celebration: Carnaval.
It centers on the preparations for Carnival, and tells the story of a samba school whose warehouse full of giant, elaborate floats – the results of months of creative work – was destroyed in a fire. Early in the film, the main protagonist is shown to have a rivalry with a man from another school, yet when everything is lost, his rival calls on the community (via Whatsapp) to band together and help the school recover from the disaster. The cinematic film finishes with the tagline: “Rivals in public. Friends in private.” It aims to drive home the platform’s USP: private communication and group collaboration. This was created in partnership with Almap BBDO.
Branded content short film.
It’s Between You
Everybody has a different way to say things
The stories you tell by the conversations you have
The messages you send
That’s the beauty about talking to each other
What you say, says who you are
And how you say it, is only yours
That emoji that means nothing to everybody, but everything to you
The sticker you created with your boss’ face
That meme that tells your girlfriend how you feel better than words
Those are the things that belong to you and to nobody else
The thing that makes you and your people feel together
What brings us closer
Your inside jokes
Your personal memories
Your everyday conversations
Between you and your friends, your mother, your teacher, your lover
And they stay where they should stay
Where they were born.
It’s between you
Sunbeams - It’s Between You
We created a series of live action ads that we felt broke through the clutter of the sameness of covid-related ads through remote live action shoots.
We launched the creative campaign with a simple but powerful live action ad, Sunbeams. This spot focuses on the unique bond between mothers and daughters and the two women in the spot are relatives of the production team.
