Campaign Spotlight

Campaign Spotlight: WhatsApp Follows Brazil’s Story of Community and Solidarity for Carnival in an Epic 7-Minute Spot by AlmapBBDO

SÃO PAULO, BRAZIL — WhatsApp has launched its first-ever brand campaign this February with an epic tale of rivalry and friendship centered on Brazil’s annual Carnival festival, one of the country’s biggest celebrations nearing the season of Lent. In an epic seven-minute film by AlmapBBDO, the brand retells the true-to-life story of Independente Tricolor, a samba school that burned down while preparing for the festival several years ago. 

The film highlights WhatsApp’s position as the world’s largest messaging app as it shows the samba school rebuilding itself through the support of its community, including its fierce competitor who rallies everybody to donate through the app. This is also a nod towards the platform’s commitment to bring individuals and communities together, especially in times of crisis. 


As the story concludes with the touching moment between the two competitors, the message of Fica só entre vocês (It’s between you) flashes on the screen, highlighting the app’s main features of private messaging and group chats. 

WhatsApp plans to release more films inspired by real events in local cultures in the next following months through the “It’s Between You” campaign that will be co-produced with other BBDO agencies in other markets such as BBDO Mexico, BBDO India, and more. 




Advertiser: WhatsApp

Title: Carnaval

Products: WhatsApp

Agency: AlmapBBDO

General Creative Director: Luiz Sanches

Creative Director: Pedro Corbett

Creative: Pedro Corbett, Firulo, Erick Mendonça, Juliana Utsch

RTV: Vera Jacinto, Diego Villas Bôas, Aline Silva

Production: ICONOCLAST

Director: Ian Ruschel

DP: Pierre de Kerchove

Second Unit Director: Gui Bohn

DP Second Unit: Mauricio Padilha

Assistant Directors: Juliana Cretella, Elis Manukian, Kenia Anjo and Ana Rios

Executive Producers: Francesco Civita, Gregory Bogossian, Alonso Sperb, Elisa Mello and Mariela Costa

Executive Production Assistant: Matheus Monteiro

Production Coordinator: Andre Bauer

Assistant Production Coordinator: Carolina Loureiro

Production Director: Reinaldo Faria

Producer: Yasmin Hulme

Production Assistants: Ronder William, Patricia Nagaoka, Maristela Almeida, Shana Salazar and Carol Padilha

Art Director: Marcelo Reginato

Art Coordinator: Monica Rochlin

Art Producer: Emerson Dominice

Art Assistant: Lalá Mendes

Object Production: Luiza Hakme

Wardrobe: Giovanna Moretto

Wardrobe Assistant: Roberta Pupo

Location Producer: Daniel Fontoura

Cast Preparation: Luiz Mario Vicente

Assistant Cast Preparer: José de Campos

Post-Production Coordinators: Priscilla Paudano and Tutu Mesquita

Assistant Post-Production Coordinator: Everson Martins

Editor: Felipe Thomé

Assistant Editor: Samuel Chuengue

Post-Production: Daniel Amaro and LuanLuiz

Color Grading: Marla Colour Grading

Post-Production/VFX: NASH

Audio Production: Punch Áudio

Musical Production: Cris Pinheiro

Composer: Cris Pinheiro

Mixing and Post: Mateus Polati and Gustavo Guanaes

Liaisons: Lili D. Aragoni and Gabi Takan

Coordination: Letícia Nunes

Liaisons: Fernanda Tedde, Tatiana Vidonscky, Mariana Nanes and Marcelo Porto.

Planning: Sergio Katz, Beatriz Scheuer and Luciana Shinoda.

Media: Heloisa Lima; Teresa Urbano; Fabio Nkouhomi; Daiane Ferreira and Gabriella Leopoldino.

Approval: Maz Sharafi, Eshan Ponnadurai, Taciana Lopes, Bosco Zubiaga-Delclaux, Rodrigo Moran, Renata de Carvalho Costa, Fatima Saliu.

Partner with adobo Magazine

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