WhatsApp launches global brand campaign to show it's "more than a messaging app"

Charlie Spargo's picture
by Charlie Spargo

Facebook-owned WhatsApp has released its first global brand campaign in Brazil, aiming to push the message that it's about more than just messaging.

The campaign, made by AlmapBBDO, includes a short film about the famous Brazilian Carnival, telling the story of a community coming together using the messenger to support a dance school that lost everything in a fire ahead of the festival.

It's loosely based on a selection of real-life events, and tells the story of a rival dance school organising the donations and doing the rebuild.

The campaign's strapline is “Fica só entre vocês” (“It’s between you”), and varying versions of the campaign will follow across different countries with a different cultural touchpoint at the centre.

Agencies BBDO México, BBDO Berlin, BBDO India, and BBDO San Francisco will support the realisation of the campaign across the world.

Taciana Lopes, Head of Consumer Marketing at Facebook Brazil, said: “Brazil is one of the main markets for the company worldwide, so we decided to launch the campaign here and pay tribute to the solidarity of Brazilians inspired by one of the country’s dearest traditions."