WhatsApp is the most private messaging app in the world. In addition to having End-to-End-Encryption by default, it also has other layers of protection that allow the user to customize even the smallest detail of their online privacy so that no one other than the sender and recipient can read or listen to what is shared in chat. With online privacy concerns at the forefront of global discourse, WhatsApp needed to reinforce that it is the most private messaging platform out there. The film was meant to embody the feeling of sending private messages on the app, emphasizing that it doesn't matter if you're in the most public place, your conversations will always be private.

Our goal was to create a soundtrack that would appeal to a younger demographic while effectively amplifying the emotions conveyed in our narrative. U&ME, a song by the English indie rock band alt-J, perfectly encapsulated what we sought: a memorable melody and an uplifting chorus centered around unity and connection, without veering into romantic territory – a rare feat in pop music. However, the track's energy was slightly overpowering, so we collaborated with our sound designer to craft a more minimalistic rendition. This revised version seamlessly blends with the ambient sounds of an uninhabited city, achieving the desired balance in our storytelling.

The goal for 2022 was to drive momentum in establishing WhatApp as the trusted, preferred leader in privacy, and it was so successful that it is being used as a formula for the 2023 campaign. The 2022 campaign efforts resulted in a positive shift in privacy sentiment for target audiences in key markets like the UK, Brazil and India. The creative development also led to an ownable proof point around privacy that was proved effective against the target and is being carried into future campaigns.