It’s Between You
Launching a global campaign during peak pandemic
4 continents
3 days
6 clients
7 agency peeps
12 production staff
0 airplanes
But there was still turbulence. Jetlag. And spotty wifi.
As the pandemic struck, WhatsApp was blown away with the incredible ways people were leaning on each other with their product. But how do we tell a global story about keeping people connected in a world upturned by the Covid-19 pandemic that is keeping everyone apart?
WhatsApp is a global brand with over 2 billion users. At its core it is about one to one intimate connections. We wanted to find a way to showcase both the intimate nature of messaging as well as the ripple effect the act of messaging can have.
So as part of the global launch for the brand, we created a film that followed those unique connections in one long chain of people across five continents.
To film it remotely and under lockdown, we enlisted cinematographers and their immediate families to create a film that follows one interconnected story of people using WhatsApp during the pandemic.
Social
For shorter social content, we told the individual story of each link in that chain.