Starring Flor Gil and Gilberto Gil, the play created by CreativeX will be shared on social media and will last for one month
Whatsapp has launched a campaign that aims to show the public that privacy is a priority issue for the platform.
To this end, Meta’s CreativeX team invited Flor Gil and Gilberto Gil to star in the play based on a true story: the connection between the granddaughter, who lives in New York, and the grandfather, who splits his time between Rio de Janeiro and Salvador.
The communication highlights that, during the creative process of the young woman’s first album, she and her grandfather found in the messaging app a safe environment to exchange references, melodies, inspirations and approvals.
“We like to tell genuine stories and, as soon as we identified the opportunity, we understood that it was the perfect context to show the public how WhatsApp is safe for everything you need – even creating an album without leaking it. The result is exciting. We are honored to have two members of one of the most important and talented clans in Brazilian music to reverberate the brand’s messages”, said Beatriz Bottesi, Marketing Director Latam Meta.
The campaign will be shared on social media and will last for one month. In addition to the main film, three other fifteen-second spots will be created during the period to reinforce the multiple layers of protection that WhatsApp offers.
Lapa Arches
To present the new campaign first-hand to a select audience, Meta held the “Whatsapp Private Sessions” in Rio de Janeiro. Produced by Haute, part of the UMAUMA group, the event featured a pocket show by Flor Gil and a special appearance by Gilberto Gil.
The young singer exclusively released her new single “Hell No” and gave some spoilers about what the album will be like, built with the help of collaborators from different parts of the world through the messaging app.
In addition to showing the video and the musical performance, WhatsApp made an unprecedented projection at Arcos da Lapa, one of the city’s main tourist attractions.
Signed by VJ Spetto, the video mapping was 50 meters long and had six holographic screens positioned behind the gaps.
“Our concept was born from the happy architectural coincidence of the Arches with the security padlocks, WhatsApp icons. The entire structure was carefully designed to create an innovative action that communicated the brand’s privacy while preserving the structure of this historical heritage. In addition to our guests, we also impacted the public that passed by the place,” completed Paula Cristalli, Head of International Creative, no time do Creative X da Meta.
