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

Published On
Jul 10, 2023
Green privacy shades on one of the iconic Painted Ladies homes in San Francisco

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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. 

Exterior shot of the Painted Ladies house with privacy shades

Exterior shot of the Painted Ladies house with privacy shades

Interior shot of the Painted Ladies house with privacy shades

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.”

See more images below.

Exterior shot of Tom's Restaurant in New York with privacy shades

Exterior shot of the "New Girl" apartment in Los Angeles with privacy shades

Exterior shot of the "New Girl" apartment in Los Angeles with privacy shades

Credits

Date
Jul 10, 2023
Client :
WhatsApp
Agency :
BBDO
Global Chief Creative Officer :
David Lubars
Chief Creative Officer North America :
Luiz Sanches
Chief Creative Officer :
Gustavo Sarkis
Chief Creative Officer :
Matt MacDonald
Executive Creative Director :
Humberto Fernandez
Creative Director :
Kristin Clark
Creative Director :
Matthew Low
Creative Director :
Art Amorim
Creative Director :
Daniel Arango
Art Director :
Chesney Jensen
Senior Copywriter :
Hallie Cain
Influencer Lead Creative :
Lucy Bennett
Director of Content Production :
Alex Gianni
SVP Group Executive Producer :
Kim Kietz
Senior Experiential Producer :
Hayley Baldwin
Senior Art Producer :
Melissa Lucier
SVP Group Account Director :
Leona McNally
Account Director :
Kelsey Quinn
Account Manager :
Reetee Dixit
Communications Director :
Laurie Parish
Senior Business Affairs Manager :
Adele Solomon
Executive Vice President :
Yin Chung
Global Head of Brand :
Vivian Odior
Global Integrated Marketing Lead :
Jennie Morel
Global Marketing Manager :
Renata Costa
Social Marketing Lead :
Rio Penabella

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