WhatsApp’s Biggest Campaign Ever

Privacy is precious. It’s the thing that allows us to be free to be our most honest and real selves. But right now privacy is under attack. By governments, hackers, scammers, and yeah even by companies. So we needed to make one thing crystal clear.

That with WhatsApp’s end-to-end encryption, no one can read your messages. Not even WhatsApp.

To explain this to a global audience, we created a simple visual concept built around two worlds.

The first world is inside the phone, where from WhatsApp’s perspective, your messages are total gibberish — messages scrambled and pictures pixelated. The second world is the world of WhatsApp users, where we see all the things big and small that are private with WhatsApp.

In a shoot that spanned multiple continents, we created over 350 assets in four different languages for six different countries. Below you’ll find a small, but fun fraction of them.