HAVE LESS FRIENDS
Social media's changed the definition of "friend," and WhatsApp wants to change it back. These days, it's not so much about liking each other as it is about getting likes. You might have hundreds of followers, but only a handful you could actually call on when you need them most. It's a culture thriving on what doesn't benefit its users, and leaves many feeling empty. That's why WhatsApp's asking everyone to have less friends. Yes, really. Less friends, more friendships.
2021 One Show Young Ones - Merit Winner
Digital / Online
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Social media's changed the definition of "friend," and WhatsApp wants to change it back. These days, it's not so much about liking each other as it is about getting likes. You might have hundreds of followers, but only a handful you could actually call on when you need them most. It's a culture thriving on what doesn't benefit its users, and leaves many feeling empty. That's why WhatsApp's asking everyone to have less friends. Yes, really. Less friends, more friendships.
DIGITAL ADS
Contextual ads on Hulu that will appear when the pause button is pressed during any program that has friends (and frenemies) weaved into its narrative arc.
EXTENSIONS
WhatsApp x Google: Keep In Touch
Real friendship requires keeping in touch, and to help, we're teaming up with Google to provide Keep In Touch packages to homeless youth in need. Each K.I.T. contains two Google Pixel 5's so that each recipient has one and another for a friend to stay in contact.
Connecting Flights
WhatsApp virtually connects friends across borders, and Southwest will reconnect friends in need of an in-person reunion. By using the hashtag #lessfriendsmorefriendships applicants can create a TikTok explaining why they need a reunion. One pair of friends will be selected to win round trip tickets to visit one another.
