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WhatsApp Shows the Perks of Privacy in Commercial Debut from Lief's Courtney Hoffman

Creative 1.4k Add to collection

Courtney teamed up with BBDO Berlin on series of spots for Facebook-owned app

WhatsApp Shows the Perks of Privacy in Commercial Debut from Lief's Courtney Hoffman

Today WhatsApp released its final spot from its global privacy campaign, a collaboration with BBDO Berlin. Courtney Hoffman of London-based production company Lief brings a fresh perspective to the 'Message Privately' campaign, marking her commercial directing debut with the collection of three spots.

Utilising a rich visual palette, the ads showcase the Facebook-owned app’s end-to-end encryption feature. End-to-end encryption technology adds layers of protection, ensuring only you and the recipient have access to your messages. Nobody else, not even WhatsApp, has access to your conversations.

Keeping things fun with pops of colour and a bouncy vibrancy throughout, Lief and Hoffman’s devotion to creating standout work demonstrates a richness in storytelling from an entertainment mindset. Hoffman is no stranger to working within this world; for the past decade she has worked as a lauded costume designer for commercial and film, with credits including Baby Driver, The Hateful Eight, and Captain Fantastic.

It’s no surprise, then, that every detail of the WhatsApp campaign oozes a filmmaker-forward approach, featuring spot-on costume, art direction, cinematography, and great casting of actors, while the original music by award-winning composer Emile Mosseri (Minari, Kajilionaire) brings a playfulness and spirited energy to each spot.

The first ad 'Double Date' transports the viewer to an awkward restaurant scene, where one couple dominates the conversation. Rather than delivering a nudge or kick, the quieter twosome WhatsApp one another privately under the table, then share a knowing glance. In 'Dream Job', a woman receives notice of a career-changing decision while in the loo, then proceeds to take a victory exit lap out of the office. A feel-good aura pervades the final spot 'Secret Language', revealing the behind-the-scenes education that went into learning the language of a loved one.

Curating the right filmmaker for the creative brief is a hallmark of Lief’s, as founder/executive producer Margo Mars is known for guiding completely new and unlikely talent to land major commercial projects. A reputation well-earned, as evidenced by this campaign-helming debut, wherein Hoffman details the privacy benefits of WhatsApp’s end-to-end encryption with confidence, panache, and just the right amount of cheek.

"Working with Lief, BBDO and WhatsApp was a creatively empowering experience,” Hoffman remarks. “I had a tremendous amount of trust and freedom throughout the entire creative process, from casting primarily theatre actors to using bold colours and crafting the scores. I loved the challenge to tell full, ambitious, visual stories in 30 seconds and I hope this proves that when you give women a chance, that fresh, exciting, new perspectives can be unleashed. Margo Mars proves that when we champion each other, incredible things can happen."

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Client: Facebook | WhatsApp

Creative: X Team

Managing Director: Amanda Goodspeed

Head of Creative | WhatsApp: Rodrigo Moran

Creative Director: Lucas Heck

ACD: André Felix "Felix"

ACD/Art Director: Belén Márquez

ACD/Copywriter: Soham Chatterjee

Copywriter: Amari Lilton

Designer: James Anderson

Program Lead: Marla McCormick

Program Manager: Ally Galston

Executive Producer: Chad Emerson

Producer: Karena Dacker

Business Affairs Manager: Nicholas Sempertegui

Director, Marketing: Maz Sharafi

Director, Brand & Consumer Marketing: Eshan Ponnadurai

Global Head of Brand & Integrated Marketing: Vivian Odior

Brand Marketing Manager: Jessica Chin

Consumer Producer Marketing Manager: Bosco Zubiaga Delclaux

Creative Producer: Eric Rottenberg

Global Head of Culture & Community: Helen Lawrence

Global Social Marketing Lead: Nathalie Balda

Strategic Media Planning Lead: Peter Schnupp

Strategic Media Planning: Felipe Tavares Chaves

Global Performance, FB Platform: Erica Hong

Global Performance, FB Platform: Grace Wong

Agency: BBDO Berlin

Global Creative Lead, BBDO San Francisco: Tres Colacion

Global Strategy Lead, BBDO San Francisco: Jose Higuera

Global Account Lead, BBDO San Francisco: Minjia Qiu

Global Account Director, BBDO San Francisco: Natasha Hoban

Global Management Supervisor, BBDO San Francisco: Disha Jain

Art Director, BBDO San Francisco: Madison Thompson

Copywriter, BBDO San Francisco: Ian Forsyth

Chief Creative Officer, BBDO Berlin: Till Diestel

Creative Director, BBDO Berlin: Wolfgang Warziliek

Creative Director, BBDO Berlin: Erick Barrios Hernandez

Senior Copywriter, BBDO Berlin: Florestan Roesemann

Senior Art Director, BBDO Berlin: Erin Conboy

Senior Art Director, BBDO Berlin: Deepanjali Singh

Senior Art Director, BBDO Berlin: Maxim Weinstein

Copywriter, BBDO Berlin: Dara Luise Kleye

Junior Art Director, BBDO Berlin: Rishabh Jain

Junior Designer, BBDO Berlin: Arash Sabbagh

Managing Director, BBDO Berlin: Mark Andree

Senior Account Manager, BBDO Berlin: Kadia Sow

Account Manager, BBDO Berlin: Lea Duchez

Executive Producer: Alexander Geier

Art Buying: Betty Zschirnt

Art Producing: Katja Sluyter

Production Company: Lief

Director: Courtney Hoffman

Executive Producer: Margo Mars

Producer: Ella Sanderson

Production Manager: Lizzie Wilkinson

Location Manager: Ross Kirkman

Casting Director: Kharmel Cochrane

1st Assistant Director: Andrew Potter

2nd Assistant Director: Andrew Vanneck

Director’s Assistant: Karimah Zakia Issa

Director of Photography: Ben Fordesman

1st Assistant Camera: Kate Eccarius

Gaffer: Jono Yates

Production Designer: David Lee

Art Director: Poppy Luard

Costume Designer: Mr Gammon

Make-Up Artist: Michele Bayliss

Hair Stylist: Darren Evans

Editor: Paul O’Reilly

Assistant Editor: Helena Teixeira

Offline Post Production: Trim

Composer: Emile Mosseri

Sound Designer: Michael Vitacco

Audio Post Production: Heard City

Colourist: Yoomin Lee

Online Post Production: Craftwork

Post Production Supervisor: Wiebke Warndorf

Genres: People, Storytelling

Lief, Mon, 05 Jul 2021 10:40:42 GMT