WhatsApp launched its first brand campaign, with an epic branded content short film, online video and TV spot based on a real story of disaster ahead of Brazil’s national celebration: Carnaval.

It centers on the preparations for Carnival, and tells the story of a samba school whose warehouse full of giant, elaborate floats – the results of months of creative work – was destroyed in a fire. Early in the film, the main protagonist is shown to have a rivalry with a man from another school, yet when everything is lost, his rival calls on the community (via WhatsApp) to band together and help the school recover from the disaster. The cinematic film finishes with the tagline: “Rivals in public. Friends in private.” It aims to drive home the platform’s USP: private communication and group collaboration. This was created in partnership with Almap BBDO.

Role: WhatsApp Global Creative Direction

Awards

D&AD

Graphite pencil - art direction for film

Wood pencil - sound design and use of music

LIA

1 Silver

2 Bronzes

3 Finalists

Cannes

Shortlist - Film

One Show

Merit - moving craft/ direction

Shortlist - branded entertainment

Shortlist - branded entertainment/craft - art direction

El Ojo

Gold - sound design

Gold - actors direction

Gold - cinematography and art direction

Gold - editing and visual effects

Silver - film

Silver - direction

Silver - integral production

Silver - original soundtrack

Ciclope Latino

Winner - best cinematography

Shortlist – cinematography

Shortlist – direction

Shortlist – editing

Shortlist - direction, editing, production, casting (Ciclope Latino)

Vimeo staff pick

NY Festivals

Silver - film craft/art direction

Bronze - film craft/direction

5 finalists - film craft and film

The Caples

Bronze – branded content

Shortlist – digital b2c

Shortlist – traditional media

The immortal awards

Shortlist - brand/project

CCSP

Silver - original soundtrack

Silver - direction

Silver - art direction

Silver - casting

Silver - sound design

In book - cinematography

Profissionais do ano Award

Finalist - national category

Best campaign of the year, according to Brazilian advertisers (m&m)