New Year’s Eve is historically the busiest day of the year on WhatsApp, with usage records set annually, and this year is no different, as the Meta-owned messaging application expects to see 100 billion messages as we say goodbye to 2022 and welcome 2023.

WhatsApp teamed up with AMV BBDO on global campaign “Fireworks Within,” which drives home the importance of one-on-one or group calls or messages with family and friends, compared with the fireworks and parties that traditionally mark the holiday.

The campaign will run through the end of the year in Brazil, India and the U.K, anchored by an emotional 90-second film directed by Nicolai Fuglsig at MJZ.

Five bespoke assets each share an emotional story showcasing how WhatsApp connects families across the globe.

Fireworks Within also in ludes six-second and 15-second films for digital and social platforms, along with a content partnership with LADbible, developed by Ketchum.

WhatsApp head of global brand Vivian Odior said in a statement, “New Year’s is the one holiday that the world celebrates together, and the most important thing people do that day is text or call a loved one. We’re excited to celebrate those private moments people have in appreciation of the record setting use of WhatsApp on the holiday.”

AMV BBDO creative partner Andre Sallowicz added, “We wanted to remind people that the best thing about the new year really is our kinship with each other. It’s the internal fireworks that matter, not the ones outside. And those often happen at the very moment we receive that heartfelt message or call from someone close to us, even if they’re far away.”

CREDITS:

Creative agency: AMV BBDO

  • Chief creative officers: Nicholas Hulley, Nadja Lossgott
  • Creative directors: Tinku Cupf, Andre Sallowicz
  • Creative team: Pauline Ashford, Mike Kennedy
  • Agency planning team: Alice Aldridge, Yolanda Davis
  • Agency account team: Richard Moloney, Amy Tippen-Smith, Dorothy Tang
  • Agency producers: Edwina Dennison, Meg Everett

In-house creative agency: Creative X

  • Head of creative: Rodrigo Moran
  • Creative director: Lucas Heck
  • Creative: Soham Chatterjee, Andre Felix

Media agency: Spark Foundry

Production company: MJZ

  • Director: Nicolai Fuglsig
  • Producer: Tim Wild
  • Production manager: Andrea Harvey
  • Director of photography: Mélodie Preel
  • Edit: Fabrizio Rossetti, Gabriela Soria

Post-production company: Selected Works

  • VFX supervisor: Theajo Dharan
  • Creative director: Greg Spencer
  • CG creative director: Francois Rosin
  • 2D artists: Eileen Chan, Maheshwaran Chandrasekaran, Georgie Ford, Richard Lyons
  • Motion graphics: Vibol Moeung
  • Finishing artist: David Wishart
  • Colorist: Hannibal Lang
  • Color executive producer: Camilla Strandskov
  • Executive producer: Alex Fitzgerald
  • Senior VFX producer: Nicola Simmons
  • Production assistant: Libby Gandhi
  • Data technicians: Man Lok Li, Stephanie Skarbek

Sound studio: 750mph

  • Sound engineers: Sam Ashwell, Lucas Trigg
  • Sound producer: Olivia Ray
  • Music supervision: Lila Caldwell @ Soundtree Music
  • Additional music production: Luke Fabia, Benjamin Jones
  • Soundtree managing director/executive producer: Jay James

PR agency: Ketchum

Organic social agency: Media.Monks


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