WhatsApp has shaken up traditional approaches to privacy by adopting a new form of “human encryption,” which replaces passwords and biometric data with a hand-to-mouth wave taken from everyday life.
“Privacy Gesture”, developed by Almap BBDO, transposes this manifest symbol of surreptitious chat in a public place for the digital domain as a means of positioning the communication brand at the forefront of innovation in terms of privacy, in promoting its commitment to private messaging through advertising and activations.
A running view of the canoe where coaches will attempt to conceal barked instructions from their players through a strategically positioned hand, the gesture benefits from an innate understanding of its meaning and purpose.
In light of this, WhatsApp will sponsor an actual gesture during a live media purchase, with the Facebook-owned app promoting the importance of privacy whenever a player uses the gesture. A halftime movie will further strengthen the bond with viewing fans.
To kick things off, WhatsApp convinced some of football’s biggest stars to replace their Instagram profile photos with a picture of their hand over their mouth, exemplifying the universal human need for privacy.
Almap BBDO Creative Director Pedro Corbett said, “Rather than just talking about WhatsApp privacy in the traditional way, we’ve decided to sponsor a universal gesture that people make when they want private chats, even in football matches, which in Brazil is like religion. “
Taciana Lopes, Marketing Manager for WhatsApp in Brazil, added: “WhatsApp and football are part of everyday life and conversations for all Brazilians, so combining the two in this campaign was a perfect match. Leveraging a common gesture on the ground to illustrate how privacy works in a simple and relevant way highlights our mission to connect the world in private. ”
WhatsApp has previously touted its privacy credentials with Mission Impossible-style self-destructing messages.
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