Description
Privacy is at the core of WhatsApp, defining the brand and its purpose. But how do you get users to feel this privacy that can’t be seen? Objective: Reinforce the message that WhatsApp is fully committed to keeping personal messages of their users private Insight: WhatsApp is home to all my personal conversations. I want to be assured that my privacy & my chats are safe Idea: We see nothing to protect everything. The idea brings alive WhatsApp’s perspective to demonstrate our inability to see their messages that is necessary to protect “everything” they send While crafting scripts we crafted: -Culturally coded nuances -Heightened privacy and everyday situations from the excitement of accepting a job offer or the low emotions of breaking the news of a job loss -VO is built around ‘Choti-badi baat’ encapsulates the importance of small and big conversations, which imply consequential and inconsequential conversations Use of gibberish chats and muffled voice recordings depicted WhatsApp pe
