When you’re all together, food can be a moment of mundanity or even a moment of tension. Where do we go? What do we get? We wanted to flip those into moments of human connection using the spirit of community. To do that, let’s tell the most compelling story possible in the shortest amount of time. If everyone wants to be outside and relaxing with each other during summer, how can we quickly capture their attention—and show that Uber Eats food delivery is exactly what their warm weather lifestyle needs? We set out to transform summer with meaningful food moments, making the ordinary extraordinary with the right Eats at the right time.
In an increasingly saturated and over-stirred stew on screens of all sizes, how do we cut out the fat and capture the attention of tastebuds everywhere? We need to rise above the crowded food delivery field by appealing to the actual communities and people involved, from restaurant to driver to eater. Season with summertime—where everyone wants to be away from their screens and more together—and you have the meal we helped Uber Eats serve up.
To tell complete and compelling stories about community and human connection in six seconds or less, the recipe calls for: a communal situation that could use some Eats, a clever question and a captivating payoff. Sounds simple, but like all recipes, the magic is in the details. We created a suite of six second stories, each highlighting a different summertime food situation where ordering from Uber Eats would help take your day from good to unforgettable. We worked to make each situation visually exciting enough to hold up as a still for ads in key markets, as well.
The end result was a can’t-miss campaign capturing eyeballs and stomachs from the high profile, like Times Square, to the everyday, like YouTube, lifestyle website and bus stops in LA. Oh and not to mention a whole lot of meals served in service of human connection.
We are right in the middle of a revolution changing how we get our food. New technology has created the potential to feed the human spirit like never before.
With the right food at the right time, we can transform the everyday and make the ordinary extraordinary.
Leading with a digital, we set out to help people discover the diverse world of food their city has to offer—all without stepping away from whatever summertime amazingness they find themselves currently experiencing. Let’s take moments that could be overlooked and turn them into moments of human connection.
After a successful rollout across screens, we brought it to the streets of LA, New York and Toronto.