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.
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
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
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.