WhatsApp has launched a campaign celebrating the most popular messaging day for users – New Year’s Eve. The campaign takes viewers around the globe on New Year’s Eve to tell the world that: “It’s not the New Year until you get the message you’ve been waiting for.” From a church in Nigeria to a typical Mumbai courtyard and the beaches of Brazil, each clip is a glimpse into a different celebration, where each person is frozen in time until they get that all-important message ringing in the New Year.

It will run across social, digital video, broadcast, and cinema channels in the UK, US, Brazil, India and Germany, and was created in collaboration between Meta’s WhatsApp marketing team and BBDO.

Last New Year’s Eve, 100bn messages were sent on WhatsApp, more than on any other day in the app’s 10-year history. In addition, 1.4bn video and voice calls were placed – again, the most ever in a single day on WhatsApp.

“WhatsApp has always been an integral part of New Years Eve,” said Vivian Odior, Global Head of Brand Marketing at WhatsApp. “Every year, people all over the world rely on the app to stay connected with their loved ones and to share their best wishes for the year that is about to start. This is why our new campaign focuses on telling a diverse set of stories that all demonstrate the private and personal moments that help people move into the new year.”