WhatsApp Defines ‘New Year’ in Latest Ad Campaign, Marketing & Advertising News, ET BrandEquity

WhatsApp defines “New Year” in the latest advertising campaign.

Messaging platform, WhatsApp has come up with a new campaign that celebrates users’ most popular messaging day and takes viewers around the world to New Year’s Eve to tell the world that “It’s not New Year’s Day until you get the message you’ve been waiting for.

The campaign was created in collaboration between Meta’s WhatsApp marketing team and BBDO.

The campaign is directed by Niclas Larsson and photographed by Linus Sandgren. The campaign shows that the new year doesn’t officially ring at midnight, but rather when you get the message you’ve been waiting for – whether it’s from a partner, relative or close friend.

From a church in Nigeria to a typical courtyard in Mumbai and the beaches of Brazil, each clip is a glimpse of a different celebration where each person is frozen in time until they receive that all-important message that rings true. at New Years.

Vivian Odior, Global Head of Brand Marketing, WhatsApp said, “WhatsApp has always been an integral part of New Year’s Eve. Every year, people around the world rely on the app to stay in touch with loved ones and share their best wishes. for the year which is about to begin. That’s why our new campaign focuses on telling a diverse set of stories that illustrate the private and personal moments that help people usher in the new year.

Tres Colacion, Global Creative Head, BBDO said, “New Year’s Eve is one of the few global times that truly brings people together. So it was great to pair that with the universal idea that on a personal level, the celebration doesn’t really happen until you hear from the people you know and love, and the most often these people can only reach you at that time. via WhatsApp. In each format, we have strived to capture the essence of what it feels like to receive the message you expected. As the work takes us around the world, the team has worked tirelessly to create a visual world where each of our protagonists is the main character of their own night.

Larsson said, “One of the most exciting things about partnering with WhatsApp on this project was figuring out how to convey emotional memory in the story. We approached this by playing with speed, maneuvering between slow motion and real speed and experimenting with light, using a shutter box to deflect the light. Playing between these two elements allowed us to create a dramatic visualization of dreams and memories which I think really brought the emotional performances to life.

The campaign will appear on social, digital video, broadcast and cinema channels in five countries, namely Brazil, India, UK, Germany and the US.

Watch the commercial here:


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