WhatsApp: Positive/Negative
A couple shares a pregnancy-test result that stays private from viewers.
A woman returns home with a pregnancy test. Her partner waits while she takes it, then receives the result in a WhatsApp message. Their expressions could suggest happiness or relief. The audience never sees the answer.
Positive/Negative uses that withheld detail to explain the promise behind Message Privately. Viewers can follow the couple’s experience while the conversation remains theirs. The final message connects that privacy to end-to-end encryption.
Campaign film
Campaign recognition
- Cannes Lions 2022: shortlisted in Film / Media & Entertainment. The festival’s published shortlist lists the Brazilian film under entry B07/042.
Coverage and further reading
- AlmapBBDO — the August 2021 launch release, placing the film within Brazil’s national campaign.
- Meio & Mensagem — coverage of the film’s 2022 Cannes Lions shortlist.
Sources and credits
PUNCH Audio’s 2021 film upload credits AlmapBBDO as the agency, Iconoclast as the production company, and Rafa Carvalho and Ian Ruschel as directors. This film is a separate execution within the broader Message Privately campaign.
The film and preview image above come from PUNCH Audio’s upload. Rodrigo Moran’s privacy campaign collection includes Brazil and Germany versions of the idea.