Background

WhatsApp constantly breaks records every New Year’s Day. Over 100 billion messages are sent worldwide exclusively on this day. That’s why the brand wanted to celebrate its essential role during New Year’s with an emotional, global campaign. It was crucial that the campaign and its message resonated with people all over the world.

Idea

A modern love story. We meet our two protagonists on their way to separate New Year’s Eve parties. They’re in different parts of the world. 10,9,8, 7… the New Year countdown starts at a nightclub and just as our female protagonist is about to send a WhatsApp message, the world literally stops.

We then take a deep dive into a dream-like journey full of memories and feelings – from the moment our protagonists met in the subway till the end of their relationship. Cut back to the present. The male protagonist receives a WhatsApp message, and the world finally spins again. Even if the clock strikes midnight, the year doesn’t start until you get the message you’ve been waiting for.

Strategy

WhatsApp breaks records every New Year’s Day. Over 100 billion messages are sent worldwide exclusively on this day. Therefore, the brand wanted to celebrate its essential role during New Year’s with an emotional, global campaign. After nearly two years of the pandemic, some of the magic of the year’s biggest moments started to fade and New Year’s Eve?—?the yearly moment of starting fresh all over the world and using WhatsApp to connect with loved ones?—?had lost its luster. But no matter when the clock strikes midnight, the only thing that really matters is sharing that New Year’s exchange. A message can be just as meaningful earlier in the day or 5 A.M. the next day. That’s why, WhatsApp wanted users to celebrate the moment that really starts the new year because: it’s not the New Year until you get the message you’ve been waiting for.

Execution

The film ran on Facebook, Instagram and YouTube in the UK, India and Brazil.

Outcome

The film gained media attention and was worthy of several articles on many culture and style online magazines. It was also selected as staff pick in many video sharing platforms. Moreover, the different edits of the film have over 10 million views on YouTube till date.

Role: WhatsApp Global Creative Direction

Awards

Cannes

2 Silvers, 2 Bronzes and 1 Shortlist

D&AD

1 Graphite Pencil

1 Wood Pencil

LIA

3 Golds

1 Silver