Contribution
I focused on PR and Brand strategy positioning for this project. Also contributing to research to inform campaign messaging, designing presentations used when presenting to Uber leadership, and finding venues for the launch event.

I also participated in the creative process that shaped the campaign's visual concept.

Why this campaign mattered
At the time, Uber had a somewhat troubled reputation, which we aimed to counter by positioning it as the vehicle that helps people move towards their dreams. Uber was also fighting an image of being elitist, culturally insensitive, and depleting inner cities of their culture. By showing examples of real drivers hustling/pursuing their dreams in Brooklyn by driving for Uber, and by hiring Spike Lee (a famous Brooklynite and Brooklyn activist), we showcased whose side Uber was on.

Case Study Insight
Every driver has a story, every driver has a hustle. In a borough built by hustle, let’s explore the stories behind Uber’s most unique product—the people that keep customers mobile—the drivers.

Solution
To help Uber build an emotional connection with people by humanizing the brand through inspirational stories featuring its greatest commodity, its drivers. We captured stories of redemption, triumph, and perseverance that make you laugh, cry and sometimes a little bit of both. We wanted to inspire the audience to reach for more, to become more, and connect with the brand and its service emotionally. ​

This Digital Video Campaign extended to OOH, social influencer engagement, and a launch event partnering with Vice Media  in NYC.

Rearch​

196M+ consumers reached ​across social and digital ​

• VIDEO VIEWS​
  3.3Mk video view​

  400k full length video views​​

• EARNED MEDIA​

  40+ earned media placements

More about the launch on Uber’s website.

“Brooklyn’s a mythological place, where great artists, great people, have come from and always can represent.”

—Spike Lee