The One Show
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One
Agency BBDO Group Germany / Berlin + WhatsApp Inc. / Menlo Park + BBDO / San Francisco + Iconoclast Germany GmbH / Berlin
Category
Writing / Single
Annual ID
OS22_MI078M
About the Work
SHORT SUMMARY
A story that conveys the thrill and heartbreak of young love. We meet our two protagonists on their way to separate New Year’s Eve parties. They’re in different parts of the world. 10,9,8, 7… the New Year countdown starts at a nightclub and just as our female protagonist is about to send a WhatsApp message, the world literally stops.
We then take a deep dive into a dream-like journey full of memories and feelings – from the moment our protagonists met in the subway till the end of their relationship. Cut back to the present. The male protagonist receives a message, and the world finally spins again. Even if the clock strikes midnight, the year doesn’t start until you get the message you’ve been waiting for.
CULTURAL CONTEXT
WhatsApp breaks records every New Year’s Day. Over 100 billion messages are sent worldwide specifically on this day. Therefore, the brand wanted to celebrate its essential role during New Year’s with an emotional, global campaign. After nearly two years of the pandemic, some of the magic of the year’s biggest moments started to fade and New Year’s Eve — the yearly moment of starting fresh all over the world and using WhatsApp to connect with loved ones — had lost its luster. But no matter when the clock strikes midnight, the only thing that really matters is sharing that New Year’s exchange. A message can be just as meaningful earlier in the day or 5 A.M. the next day. That’s why, WhatsApp wanted users to celebrate the moment that really starts the new year because: it’s not the New Year until you get the message you’ve been waiting for.
A story that conveys the thrill and heartbreak of young love. We meet our two protagonists on their way to separate New Year’s Eve parties. They’re in different parts of the world. 10,9,8, 7… the New Year countdown starts at a nightclub and just as our female protagonist is about to send a WhatsApp message, the world literally stops.
We then take a deep dive into a dream-like journey full of memories and feelings – from the moment our protagonists met in the subway till the end of their relationship. Cut back to the present. The male protagonist receives a message, and the world finally spins again. Even if the clock strikes midnight, the year doesn’t start until you get the message you’ve been waiting for.
CULTURAL CONTEXT
WhatsApp breaks records every New Year’s Day. Over 100 billion messages are sent worldwide specifically on this day. Therefore, the brand wanted to celebrate its essential role during New Year’s with an emotional, global campaign. After nearly two years of the pandemic, some of the magic of the year’s biggest moments started to fade and New Year’s Eve — the yearly moment of starting fresh all over the world and using WhatsApp to connect with loved ones — had lost its luster. But no matter when the clock strikes midnight, the only thing that really matters is sharing that New Year’s exchange. A message can be just as meaningful earlier in the day or 5 A.M. the next day. That’s why, WhatsApp wanted users to celebrate the moment that really starts the new year because: it’s not the New Year until you get the message you’ve been waiting for.
2022 Awards
Total Points: 3
Merit
Credits
Agency
BBDO Group Germany / Berlin
BBDO / San Francisco
Client / Brand
WhatsApp Inc. / Menlo Park
Production Company
Iconoclast Germany GmbH / Berlin
Post Production Company
Slaughterhouse Visual Manufacturing GmbH / Berlin
Art Director
Deepanjali Singh
Erin Conboy
Copywriter
Dara Kleyer
Florestan Roesemann
Composer
Jacob Mühlrad
Creative Director
Erick Barrios Hernandez
Wolfgang Warzilek
Designer
Arash Sabbagh
Director
Niclas Larsson
Director of Photography
Linus Sandgren
Editor
Carla Luffe
Executive Producer
Swantje Rummel
Producer
Jacqueline Wilkinson
Sound Designer
Florian von Keyserlingk
Casting Director
Des Hamilton
Colorist
Sofie Friis Borup
Line Producer
Sybella Stevens
Sound Editor
Carla Luffe
Stylist
Denise Oestholm
Agency Executive Producer
Alexander Geier
Creative Producer
Eric Rottenberg
Micah Gendron
Global Account Supervisor
Virginia Cardozo
Global Head of Brand & Integrated Marketing
Vivian Odior
Global Head of Marketing
Eshan Ponnadurai
Global Marketing Manager
Renata Costa
Global Strategy Lead
Josh Higuera
Global SVP, Group Account Director
Minjia Qiu
Managing Director Creative
Till Diestel
Tres Colacion
Postproducer
Veronika Fürthauer
Production Designer
Simone Grau
Second Editor
Nikolaus Kohler
Service Production Company
Oriental Films
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