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Role

Brand Strategist

Agency

VMLY&R

Overview

COVID-19 brought the core of the Uber brand—movement—to a halt. In late 2020, as restrictions began to loosen across the globe, people were uncertain about re-entering daily life outside the home. To ease discomfort, Uber ran its “No mask. No ride.” campaign as a commitment to safety. However, riders still needed incentive to trust Uber's commitment to safety.

Brand Platform

Moving What Matters

Social Activation Strategy

Challenge

Showcase Uber’s commitment to safety through a culturally-engaging activation.

Insight

Masks don’t conceal who we are. They reveal who we are.

Strategy

No matter what your belief on masks says about you, you can't get far without one. 

Idea

UberWalk

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UberWalk.jpg
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