Uber Everyday Giants
During a turbulent time for many, Uber wanted to thank the heroes of 2020, the drivers that kept their business going. This was the beginning of an ongoing initiative for Uber to shift their current business behaviours and focus on how they listen and speak to their earners.
Researching what earners experience day to day, we uncovered endearing, selfless human stories. We wanted to share these on a giant scale and make Uber’s earners Everyday Giants. The project scaled from a Global campaign set in America to a UK-focused campaign, each creating huge hand-painted murals of key earner’s stories, social/email content, TVC spot, and printed media in Times Magazine.
Worked with HarrimanSteel as Creative.
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My role was initially to concepting how Uber could say thank you to their earners and research each earner’s story who featured in both the global and UK version of the campaign.
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Alongside Creative lead Joe Kibria, I helped to develop the earners stories that would feature on Uber’s social channels. We wanted to replicate the feeling of reading a news story integrating a sense of natural movement through type and film. For stills we came up with carousel socials that highlighted what Uber was thanking the earner for.
My Roles:
