whatsapp 3d billboard

Challenge: WhatsApp has long been more private and secure than other messaging services like iMessage. With the introduction of even more privacy features, WhatsApp wanted to reinforce their commitment to privacy and bring these new security features to life, but do so in a way that didn’t feel mundane.

Insight and Idea: People share intimate details of their lives, personal thoughts, and other information they want to keep private. But privacy and security features are difficult to understand. So we used a provoking visual metaphor of disappearing messages and a heavy-duty safe to life to communicate the new product features.

Results: Immediately after the billboard’s launch the work received positive coverage in The Drum, AdAge, UK Daily News and other outlets for pushing the boundaries of what’s possible with digital OOH. Most importantly, more than 45 million users were reached, leading to week over week growth of 1,733% and a 250% increase in social media followers.