WhatsApp has captured the unique and special bond between mothers and daughters in its latest spot, launched in Brazil.
Created by AlmapBBDO, the ad shows a mother and a daughter separated by quarantine who stay connected by sharing images of sunshine each day via WhatsApp.
The campaign, called “It’s Between You,” was produced remotely during quarantine. The two women in the spot are relatives of the production team.
Directors the Fridman Sisters, from Stink, filmed their own mother, while the wife of director of photography Pierre de Kerchove played the daughter.
The campaign, the agency said, celebrates the way people have come to use the app to continue to nurture connections with loved ones during the Covid-19 pandemic.
Chief creative officer: Luiz Sanches
Creative director: Pedro Corbett
Creative: Pedro Corbett, Firulo, Erick Mendonça, Juliana Utsch
Production: Vera Jacinto, Diego Villas Bôas, Aline Silva
Account: Fernanda Tedde, Tatiana Vidonscky, Marcelo Porto, Eleonora Iazigi
Planning: Sergio Katz, Beatriz Scheuer, Luciana Shinoda.
Media: Fabio Urbanas, Patricia Rosa, Gustavo Lopes, Daiane Ferreira
Production Company: Stink Films
Director: Irmãs Fridman (The Fridman Sisters)
Photo: Pierre de Kerchove, Pedro Tejada
Sound production: Áudio
Client approval: Maz Sharafi, Eshan Ponnadurai, Taciana Lopes, Bosco Zubiaga-Delclaux, Rodrigo Moran, Eric Rottenberg, Andre Felix, Felipe Chaves, Renata de Carvalho Costa, Ligia Mattos, Andre Gramorelli, Fatima Saliu.