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, uncertainty was high on the concept of re-entering daily life outside the home. To ease discomfort, Uber ran its “No mask. No ride.” campaign as a commitment to safety. However, after several highly publicized blunders including California's Prop 22 lawsuits and an insensitive Black Lives Matters billboard, previous riders were having a hard time trusting the brand.

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 us. They reveal us.

Strategy

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

Idea

UberWalk