WHATSAPP - HELLO DARK MODE
In the fast-moving world of technology, every big player in the app market
had already released a “dark mode” feature. WhatsApp, was late to the game.
So, to announce our new feature, we launched "Hello Darkness",
an iconic entertainment piece highlighting how much our users were waiting for the moment
to finally say hello to WhatsApp’s Dark Mode feature.
To highlight the anticipation, we worked together with legendary Paul Simon
to feature a version of “The Sounds of Silence” that was kept in the dark, until WhatsApp's Dark Mode came out.
With 75x more comments, and 60x more shares, with over 3MM views in just nine hours,
Dark Mode became the most engaging WhatsApp campaign to date.
So engaging, even Mark Zuckerberg shared it, himself.
We also launched a series of print ads with portraits that captured the highly relatable awkward moments we experience,
as we're hit by our phone's light, in the middle of the dark.
So awkward, that even looking at these moments is painful.