Uber

This year, Uber wanted to highlight the safety features available to every rider on every trip. To do that, each feature became an opportunity to turn an in-app function into a feeling through deeply emotional narratives. The campaign launched with four films directed by Justyna Obasi, telling a range of stories about the riders behind these features.

“Mom Incoming” showcases Share My Trip, a feature that sends your live trip location to friends and family. This is shown through the heartfelt story of a new mom desperately waiting for someone she loves to arrive, only to learn it’s her own mom who came to help.

“New To Town” follows a young woman who moved far from home to a big city, where she feels alone and overwhelmed. With Women Preferences, she finds comfort in choosing a woman driver who reassures her.

“Landed” follows an exhausted mom traveling alone with her toddler late at night. By using Women Preferences, she can choose a driver who understands her and brings her a sense of relief after such a long flight.

“Ducks” tells a story about a delightfully unexpected stop caused by a duck family holding up traffic as they slowly cross a road. RideCheck is the feature that checks in to make sure everything is okay after they’ve been stopped a while.

In addition to the films, we launched a massive campaign including OOH, radio, and unique social content to bring awareness to every feature and how it’s used.

Overall, the campaign captured the feeling of comfort that Uber provides for any passenger on their journey – from big life moments to everyday situations.