Privacy isn’t a feature. It’s a feeling. WhatsApp wanted to make privacy and human relationships the main topics of their first global campaign. We took an emotional approach, making privacy felt rather than advertising it. That lead to the claim “It’s between you” and the idea behind this campaign.

Thus, we never get to see any WhatsApp messages in the films. To the contrary: The conscious omission of the chats creates intrigue and helps get the message across. While we can understand and relate to the protagonists’ situations, the contents of their chats remain between them, only for them to know.