Summary
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.
It’s Between You Carnival
Branded content short film.
Online video
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.
Making of
The Trip - It’s Between You
This spot focuses on a group of friends celebrating a friend’s birthday by recreating a trip they had or they are planning to make.