WhatsApp Brings Its Privacy Promise to Life with the Help of m ss ng peces

Four m ss ng p eces directors delivered a global activation across four major cities—London, New York, Delhi, and São Paulo—to turn WhatsApp’s privacy promise into a tangible experience. Aramique was the Supervising Experiential Director and led New York. Head of Immersive and Executive Creative Director Mike Woods helmed London, while Annie Saunders oversaw New Delhi, and Josh Nussbaum ran São Paulo.

In the Meta-owned messaging app’s largest-ever marketing initiative, the “Not Even WhatsApp” campaign, the platform’s end-to-end encryption was emphasized. Over the weekend of June 7th and 8th, installations appeared in public spaces, including the High Line in New York and Southbank in London, inviting people to experience the concept of digital privacy in physical, everyday contexts.

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