The One Show
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Category
Direction / Series
Annual ID
OS_MI21_051M
About the Work
For their first global campaign, WhatsApp wanted to make privacy and human relationships the core topics of their campaign. The brand wanted to get across that WhatsApp protects personal, intimate conversations and helps find closeness every day.
The approach was to be more subtle in the messaging, making privacy felt, rather than aggressively advertising it. Privacy isn’t a feature. It’s a feeling. It’s the safe feeling that whatever you say or send stays between you. That lead to the slogan “It’s between you” and the idea behind this campaign. Consequently, we never get to see any WhatsApp messages in the films. To the contrary: The conscious omission of these bits of information creates a certain intrigue and helps get the message across. While we can understand and relate to the protagonists’ situations and struggles, the contents of their WhatsApp chats remain between them, only for them to know. This way the brand-inherent values; privacy and closeness come to life as the core feeling and message of these films.
Beyond the concept, finding the extraordinary in the ordinary makes these stories relatable and unique. They allow for the intimacy and closeness to breathe by being quite cinematic and not looking like ads, at first glance.
The approach was to be more subtle in the messaging, making privacy felt, rather than aggressively advertising it. Privacy isn’t a feature. It’s a feeling. It’s the safe feeling that whatever you say or send stays between you. That lead to the slogan “It’s between you” and the idea behind this campaign. Consequently, we never get to see any WhatsApp messages in the films. To the contrary: The conscious omission of these bits of information creates a certain intrigue and helps get the message across. While we can understand and relate to the protagonists’ situations and struggles, the contents of their WhatsApp chats remain between them, only for them to know. This way the brand-inherent values; privacy and closeness come to life as the core feeling and message of these films.
Beyond the concept, finding the extraordinary in the ordinary makes these stories relatable and unique. They allow for the intimacy and closeness to breathe by being quite cinematic and not looking like ads, at first glance.
2021 Awards
Total Points: 3
Merit
Credits
Agency
BBDO Group Germany GmbH
Client
Bosco Zubiaga Delclaux
Eric Rottenberg
Eshan Ponnadurai
Felipe Chaves
Maz Sharafi
Summer Schiavo
Client / Brand
WhatsApp / Menlo Park
Production Company
outsider.tv
Music / Sound Production Company
German Wahnsinn GmbH
Post Production Company
Framestore
Editing Company
Work Editorial
Chief Creative Officer
Josy Paul
Till Diestel
Group Creative Director
Wolfgang Warzilek
Director
James Rouse
Director of Photography
Antonio Paladino
Editor
Bill Smedley
Neill Smith
Producer
Alexander Geier
Tibor Salzburger
Strategist
Sven Koesling
Account Team
Kadia Sow
Mark Andree
Antonino Biondi
Disha Jain
Audio Production House
German Wahnsinn GmbH
Bunch / Berlin
Creative X Team
Amanda Godspeed
André Felix
Belén Márquez
Lucas Heck
Julian Katz
Devin Baker
Rodrigo Moran
Soham Chatterjee
Head of Art Buying & Art Production
Betty Zschirnt
Makeup Artist
Nadine Wagner
Producer Film Production
Benji Howell
Producer Post Production
Sian Jenkins
Setting
Kobita Syed
Marco Bittner Rosser
Sound Engineer
Andreas Ersson
Styling
Tabashom Charaf
Supporting Agency
BBDO India
Visual Effects / Animation
Framestore
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