More than maybe any other current brand, Uber’s faced huge, often self-inflicted perception problems. We’ve tried to help them overcome these through three recent projects:
I. Rolling with the Champion
II. Da Republic of Brooklyn (A Spike Lee Joint)
III. Be A Designated Rider
ROLLING WITH THE CHAMPION
In their mission to become the “Official Brand of Pop Culture” Uber partnered with LeBron James and Kevin Durant as part of their “Rolling with The Champion” series.
We were enlisted to concept, script, edit and promote the videos.
While we “stuck to dribbling” for the :60 spot, we conceived of a wide ranging discussion that would touch on social issues and the current political climate for the long-form piece.
Laura Ingraham did the rest, touching off a media firestorm that put LeBron, and Uber on the right side of culture. And earned the campaign a Bronze Lion in the "Sports for Good" category.
Da Republic of Brooklyn
In all the talk about Uber, one thing tends to get lost in the shuffle: the people who drive and earn a living with the brand.
Under (former) Chief Brand Officer Bozoma Saint John, we set out to revitalized their “Uber Presents” series starting with a Spike Lee directed look at 5 drivers in his home of Brooklyn.
Hopefully this is just the first in a long line of spotlights for the amazing drivers who rely on Uber to move forward in their lives. The next edition, set in London, is already in the works.
See the campaign, and view the driver films, at uberpresents.com
Campaign photography was by former Uber driver Wayne Lawrence, and border illustration by Brooklyn-based illustrator Edward Ubiera.
Hand painted and printed OOH ran in major markets nationally.
Be A Designated Rider
Uber’s transformed cities in many ways - some good, some bad. One thing that’s undeniable is that the platform has gone a long way toward helping to reduce drunk driving.
We worked with Uber and actress Jillian Bell on a series of short videos extolling the virtues of being a Designated Rider - someone who makes the choice never to get behind the wheel, whether that means taking an Uber, a bus, your mom’s minivan, or any other way to get home safe.