For much of the globe, WhatsApp is not just a way to send messages, it’s the only way. But here in the US, that is not the case. High rates of iPhone ownership combined with increased efforts from Apple to associate themselves with privacy has left Americans complacent with text messages that are often far from secure.

In order to win new users in the US, we needed to show that WhatsApp’s message privacy was superior to other platforms, led by the fundamental privacy feature End-to-End-Encryption.

We worked alongside Sound and Fury casting company to find talent that not only were able to deliver authentic, credible, relatable acting in a very humane and heartfelt way, but also had the ability to quickly pronounce complex, alliterative words in a row. We needed them to be excellent at Tongue Twisters. This combination allowed us to arrive at a performance that’s at the same time legit, heartfelt, but quirky and entertaining.

The impact for this idea is focused on brand perception. It highlights how WhatsApp’s end to end encryption protects your messages with superior standards positioning the brand as the leading authority in guaranteeing customer’s privacy.