How do you help connect Deaf drivers with their riders? By eliminating communication barriers. 70% of Deaf or Hard of Hearing people are unemployed or underemployed. We built Uber Sign Language to teach riders simple phrases in American Sign Language to #StartAConversation between riders and drivers. Uber is proud to partner with and provide flexible earning opportunities for Deaf drivers in over 200 US cities and all over the world.
How do you give the elderly back the freedom they felt when they got their first car? With a little help from their friends and family. We built Uber remote rides to give elderly people back the independence they had when they could drive themselves. Every year 3.6 million people miss important doctors appointments because they say they can’t access reliable transportation. This costs the economy over 150 billion dollars. Even worse, isolation increases the risk of mortality. To stay healthy, seniors need to get out, socialize, and go about their lives. Uber remote rides allows you to send a ride from wherever you are, to wherever your loved ones need to be.
How do you turn the #1 (Electronic Logging Device) longhaul compliance solution, into a platform that powers the entire physical economy? With a rebrand, from KeepTruckin to Motive.
Even though the Grammys take place on a single night, the road to stardom is anything but overnight. We partnered with 3 best-new-artist nominees to celebrate their personal road to success by matching them with aspiring musicians who also drive with Uber.
Over 3.5 million men and women drive trucks across the United States. Over 80% of this group have dependents at home. They spend an average of 200 nights a year out on the road. Being gone that much means they miss a lot of things, but most of all, they miss their families. We built Take Me Home so that they don’t have to choose between supporting their families and spending time with them.
How do you rejuvenate a 3-year-old careers page with a fresh look and brand-new identity? Well, at Opendoor, we help people buy and sell homes. So we started by showcasing our new San Francisco-based office’s transformation into a “Homequarters.” We used the concept to hero our office as a place that felt more familial and homey. In one space we did it with a gallery wall of framed photos of our colleagues from back when they were kids. Then we brought in our new warmer color palette to complement our Opendoor blue and wove our new illustration style throughout.
Finally, we made a recruiting video to tie the whole page together. We avoided the overused ‘talking heads’ employee video and instead chose the ‘show not tell’ route by filming a variety of teams at work in our Atlanta and San Francisco offices.
How do you summarize the bajillion projects we worked on over a whole year? You pick a few of the favorites and add a snappy track. I wrote a lot of scripts and led a lot of edits for case study videos in 2017. We made this sizzle reel for a global Creative Summit that we had in Miami with creative leaders from India, Amsterdam, Singapore, Mexico City and São Paulo. I want to note that I didn’t make everything in this video or in this highlight page. But I either worked on a lot of it, or the folks that my CD/AD partner and I hired and managed did. The team did a great job of making impactful work during a rough spell for the brand.
Research showed that in some of our more mature markets people had an understanding of iBuying, but there was still some hesitation that the whole process felt “too good to be true.” So we demystified that process and showed a busy family walking through the steps to convert a skeptical neighbor from a casual doubter to an enthusiastic believer. Wait, so you can buy or sell a house with your phone? Yes. Really. We ran the campaign across T.V., online, digital, social, radio, OOH, and direct mail.
How do you remind fans and artists that Pandora’s mission is to connect people through music? I wrote this as a brand manifesto with the internal marketing team to support their Let there be music campaign.
VO: Tim Westergren, Founder, Ex-CEO
Script: This is a story about the power of music. About the single-minded and relentless pursuit to fully unleash its great potential. And a commitment to the effortless and endless exchange between artists and their audiences–where artists can be heard and everyone can hear what moves them, simply and without judgement. To us, music is more than an industry. It’s a language that speaks to and is spoken by all. Let there be music.
How do you gain true awareness that your company isn’t a reservation app (Opentable), or a place to post job salaries (Glassdoor)? You let your product speak for itself with a couple houses—that talk.
How do you educate 6 million home shoppers on how to visit, unlock, and even buy a home—all with their smartphone? That’s a great question, because—thanks to Opendoor—the process for touring, visiting, and buying a home is now completely different than it used to be. And that’s why, as with any big change, people needed some help shifting their mental model. So we made a couple step-by-step product explainer videos to help walk folks through the new process of unlocking and visiting homes with their phone.
How do you highlight the benefits of flexility while showing big appreciation to your driver partners? By taking over the biggest movie theatre screen in the country and using it to give drivers and their families a day to celebrate on their schedule. For Chapter 3 of Uber’s 180 Days of Change campaign we highlighted one of the core benefits of driving with Uber—the ability to drive when you want to earn what you need. For 12 hours, drivers could come whenever it worked for their schedule and unwind at a one-of-a-kind celebration with the people they love. The campaign line was: Now Playing on Your Schedule to emphasize the importance of flexibility in their busy lives.
How do you unlock over 1 billion in new home sales while helping people across the country move into their dream home? By partnering with some of the biggest builders in the business and using Opendoor to make competitive cash offers. Now, contingent buyers can get into their next home– on their schedule–without all of the stress and hassle of a traditional sale.
How do you help engineers build better performing apps? By giving them complete real-time code-level visibility into their software. No matter the product, the ultimate feature we sold was knowledge and visibility, and the ultimate benefit of these features was peace of mind and control. We emphasized those benefits in a fun, approachable way that reminded everyone that, at the end of the day—we’re all data nerds.
How do you get people to change the way they commute to and from work? You highlight that, while familiar, the current way isn’t perfect. Research showed that second-wave adopters in more suburban markets were choosing to either drive themselves or take public transit. For driving they enjoyed the freedom to leave whenever but didn’t like how they couldn’t multi-task or relax on the way. For the public transit commuters, they enjoyed being able to work or read on the way, but were stressed about missing a train or bus because of the necessary rigid schedules. We highlighted an alternative way to go that showed the benefits of Uber.
How do you commit to new leadership, new vision, new culture, and better quality products and experiences for both riders and drivers? We did it by introducing Dara to the world with our new Moving Forward campaign.
How do you build a DRTV direct response T.V. campaign that can educate people on the benefits of driving with Uber with a strong call to action that sells the earning potential? By highlighting the specific things that matter to our target demographics: Parents, students, and part-time adventure seekers looking for some extra fun money.
How do you give Mom the best gift in the history of the whole universe for Mother’s Day? Simple, by giving her what she wants more than anything—time with you. Research showed that the average American only lived 17 miles from his/her parents. We knew that wasn’t a very expensive Uber ride and so, thanks to the Uber gift card, we could give Mom the gift of togetherness.
How do you create a marketplace for shippers and carriers to make it easier for both groups to move and find loads that work for them? You start by creating tools that enhance tranparency for both parties and by eliminating friction with faster payments and instant confirmations.
How do you reward the best drivers in the world? We launched a global contest and took the winners to Brazil to watch the World Cup Final match. I worked with design to brand and name the contest, and with BD and legal to launch it. These videos show the moment of surprise when drivers realize they had won, and the unforgettable trip itself.
How do you show the very best drivers just how much their professionalism and courtesy means to their thousands of riders? We did it with an elite new designation called Rider Preferred. It was awarded to fewer than 2% of the most complimented and starred driver partners across the U.S. The campaign launched with a box of surprises for the drivers who received it in July/August of 2018.
Some athletic directors believe that pain didn’t exist until the early 20th century when it was invented by the product department at Tiger Balm to give their ointment something to cure. Either way, here’s a peek into some student work from the old Miami Ad School days.
Here’s an early poster concept we pitched to Airbnb. The idea was that hosts could display this infographic-inspired poster in their dwelling and guests could learn about the benefits of becoming a host while they were enjoying their vacation. Growth flywheel style…
Finally the answer to that age old question: what do you get the mouth that has everything? Here’s a throwback look at some OG Miami Ad School student work.
