Whalar named global creator partner by Firefox

Whalar, part of Whalar Group, has been appointed global Creator partner by Firefox, the privacy-focused browser developed by Mozilla. The partnership marks the next stage in their collaboration with the launch of Firefox’s first global campaign, Open What You Want.

The partnership is built on shared values of creativity and digital freedom, extending a successful US collaboration to a global scale for the first time. Firefox selected Whalar for its ability to deliver Creator-driven campaigns that resonate culturally and connect authentically with younger audiences.

In 2024, the two companies collaborated on Frank Conversations, part of Firefox’s Nothing Personal campaign — a Creator-led interview series hosted by Owen Thiele exploring online identity and privacy with humour and honesty. Open What You Want builds on that success with House Blends, a series of immersive coffee raves hosted by Firefox in major cities.

The House Blends events are designed as early-morning celebrations that merge real-world energy with digital culture. Each pop-up transforms a traditional coffee shop into a vibrant, rave-inspired experience — an expression of community, individuality and choice. The series launched in Chicago on October 4, with Los Angeles following on November 8 and more locations planned.

Christina Lang, VP of global marketing, Mozilla: “Most people don’t think about their browser, or realise it’s one of the most important choices they can make online. Instead, they simply stick with whatever comes pre-installed on their device. We’re flipping that script, turning something as simple as grabbing a cup of coffee into a reminder of just how powerful choice can be. With Firefox, you’re choosing an online experience built for you, not billionaires or shareholders. We’re excited to once again partner with Whalar to help us bring that idea to life in a way that’s fresh, fun, and unforgettable.”

The Open What You Want campaign continues into 2025 with new cities, playlists and cultural collaborations powered by Whalar’s Creator community. The initiative highlights the growing influence of creators as cultural catalysts in brand storytelling.

Jo Cronk, co-CEO, Whalar: “Being named global Creator partner is an honour for Whalar and a testament to the incredible work we’ve co-created with Firefox over the past few years. Creators are at the heart of culture and the launchpad for an exciting new era in brand marketing. This campaign and our global partnership perfectly showcase the impact they have when coupled with a community-driven, culture-led strategy.”

Whalar’s appointment follows a year of strong momentum for the agency, which continues to gain industry recognition for its Creator-first approach.

www.firefox.com

www.whalar.com

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