Sunbeams
Issue 56 | September 2020
Agency
AlmapBBDO
Creative Team
Chief Creative Officer: Luiz Sanches Creative Director: Pedro Corbett Art Directors: Firulo, Juliana Utsch Copywriters: Pedro Corbett, Erick Mendonça
Production Team
AlmapBBDO Agency Producers: Vera Jacinto, Diego Villas Bôas, Aline Silva Production Company: Stink Films Director: Irmãs Fridman (The Fridman Sisters) Photo: Pierre de Kerchove, Pedro Tejada Sound production: Áudio
Other Credits
AlmapBBDO Account Team: Fernanda Tedde, Tatiana Vidonscky, Marcelo Porto, Eleonora Iazigi Planning: Sergio Katz, Beatriz Scheuer, Luciana Shinoda. Media Team: Fabio Urbanas, Patricia Rosa, Gustavo Lopes, Daiane Ferreira 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
Date
May 2020
Background
In February, the first WhatsApp campaign was launched. In March, the plan was to release more films and projects to reinforce the brand's positioning "It's between you". It was then that the cases of coronavirus increased, and everything changed. Then, respecting all WHO rules, a spot was created and produced focused on this brand new moment of the world.
Idea
With or without a pandemic, all WhatsApp's communication must to say the same: reinforce the privacy and the moments of connection that each of us has with those close to us. The spot was shot under special conditions. The film explores how WhatsApp enables people to connect with one another by portraying the small ritual between mother and daughter who share daily images of sunbeams from their respective windows. To create the script, stories were focused on of people alone at their homes and that didn't call for much elaborate producing, only relying on what was already there to make the movie as realistic as possible. Carried out via WhatsApp throughout, the production work strictly followed the World Health Organization (WHO) safety guidelines. Postproduction also relied on collaboration at a distance. The actresses starring in the film live in the same house as members of the production team – the film directors, filmed their own mother while the director of photography, filmed his wife the character of the daughter.
Results
The film was a great success in Brazil because it showed what people were experiencing at that very moment: the contact with those who like only by WhatsApp. In addition to the immense placement on TV, it reached 42 million views on Youtube.