WhatsApp today launched its UK campaign film as the next phase of a global brand campaign focused on message privacy, and WhatsApp’s multiple layers of protection for users.
The film follows the roll-out of three new privacy-focused features announced earlier this month - leaving groups silently, controlling who can see when you're online, and screenshot blocking for ‘view once’ messages. These new updates join WhatsApp’s growing list of privacy features that users can take advantage of including end-to-end encryption, block and report, two-step verification, end-to-end encrypted backups, disappearing messages, and more.
Created in collaboration with BBDO San Francisco and brought to life by director trio Pantera, the film personifies the feeling of being protected when having a truly private conversation when messaging and focuses on educating users on WhatsApp’s built-in layers of privacy protections. The film highlights how features like end-to-end encryption, two-step verification and hidden online presence enable a brother and sister to express themselves freely despite being surrounded by crowds in a cafe, or in a usually bustling city.
The campaign will appear in social, digital video, and billboards across the world, alongside broadcast channels including cinema, CTV and OLV in the UK this week.
Commenting on the campaign and its creative treatment, BBDO creative directors Daniel Arango and Arthur Amorim, said, “This campaign captures the essence of people feeling empowered to have private conversations even during vulnerable moments because their WhatsApp messages remain protected and secure. In the film, you don’t know the exact exchange between the characters, but the simple shots of crowds disappearing, doors locking and blinds closing, demonstrates how WhatsApp’s privacy features continue to provide the much needed protection throughout their most private conversations.”
Vivian Odior, WhatsApp’s global head of brand says: “We’re excited to introduce our global campaign, a continuation of our Message Privately narrative from last year, to highlight the multiple ways we defend privacy so users can feel free and confident with their messages. Timed to coincide with the introduction of three new features on WhatsApp, this campaign shows how WhatsApp’s features provide interlocking layers of protection and give users full control over the level of privacy they are seeking. In this film, we wanted to reveal the closeness that’s possible on WhatsApp when you can message confidently and worry-free in a secure space.”