All Year Long Campaign

Meta x WhatsApp

Breaking barriers. Challenging myths.
Co-creating Culture.

Culture doesn’t only happen during designated heritage months, and the people pushing it forward don’t suddenly stop when the calendar changes. WhatsApp wanted a way to celebrate underrepresented creators that felt more meaningful than appearing during a handful of brand-approved moments.

Our answer was All Year Long: an ongoing social campaign built around giving culture creators space to tell their stories, their way, and show how community helps those stories travel.

Throughout the year, we worked with chefs, musicians, artists, designers and cultural voices to create a continuing series of films centered on the people and communities behind the work.

Creative culture doesn’t follow a calendar.

Talent including Chance the Rapper, Chella Man, Michael Mwenso, Shenseea, Anwesh Sahoo, Fayida Jailler, Marvyn Harrison and the cast of Transformers brought their own perspectives to the platform.

Instead of treating representation as a moment, the idea gave WhatsApp a way to participate in culture with greater consistency, because the communities shaping it are doing that work every day, all year long.

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