‘Happy New Year!’ 

Each and every New Year’s Eve around 100 billion messages are sent. A stat which is emblematic of the love and togetherness the festive period brings. Each year WhatsApp from Meta helps to facilitate these messages and so this year the messaging service provider has launched a New Year’s campaign that encapsulates the emotions sparked by these messages.

The campaign titled, ‘The Fireworks Within’, has been created by AMV BBDO, and brings to life WhatsApp’s unique role in helping people have personal private conversations during the collective cultural moment.

The “Fireworks Within” represent the feelings people have when having a private 1-1 or group call during the holiday. The importance of personal connections is brought to life in a powerfully 90’’ film, directed by Nicolai Fuglsig, at MJZ. 

The film shows people in different scenarios on New Year’s Eve; from attending paries to working the night shift in a hospital. No matter where people are for the countdown to the new year they all pick up the phone to message or speak with loved ones.

“We wanted to remind people that the best thing about the new year really is our kinship with each other. It’s the internal fireworks that matter, not the ones outside. And those often happen at the very moment we receive that heartfelt message or call from someone close to us, even if they’re far away” Explained Andre Sallowicz, Creative Partner at AMV BBDO.

Year on year WhatsApp repeatedly sets records for the amount of text messages and calls on New Year’s Eve, as people turn to the app to reach out to loved ones. 

While parties, staying up late and fireworks might first spring to mind when you think of New Year; for many people the most important thing is sharing the moment with those that matter the most. This heartwarming campaign successfully positions WhatsApp as a facilitator for human connection.