WhatsApp made ‘privacy shades’ for oft-photographed buildings to protect those inside
BBDO created an OOH metaphor for the app’s online protections, which include end-to-end encryption for personal messages
Jul 10, 2023
WhatsApp continues its focus on privacy with an out-of-home stunt that’s a metaphor for the digital protections offered by the messaging service.
Working with BBDO, WhatsApp installed “privacy shades” at three famous locations that are frequently photographed—one of the Painted Ladies homes in San Francisco; Tom’s Diner in New York (made famous in “Seinfeld”); and the “New Girl” apartment in Los Angeles. The branded shades look like billboards from the outside but have decorative designs on the inside. The message—everyone needs privacy protections, particularly people living in TV-famous homes, where thousands of tourists show up each year to take photos.
BBDO told Ad Age that the locations were chosen to prioritize TV shows that are relevant to WhatsApp’s audience and have lifelong fans. The blinds were up for three days last week.
“WhatsApp believes privacy matters, for everyone, at all times,” the agency said. “That’s why WhatsApp has interlocking layers of protection, with automatic end-to-end encryption for all personal messages. Much like our privacy shades, this encryption ensures that no one, not even WhatsApp, can read your personal messages.”