UBER
FOR EVERYONE
The campaign that reestablished Uber in Germany.
For Uber, I worked on two successive large-scale campaigns in Germany, writing OOH headlines, film scripts and social concepts.
The Challenge Facing significant legal hurdles, Uber had intermittently pulled out of the German market. The goal for this comeback was to move past the controversy and announce a return with a tone that felt both humble and high-energy.
The Solution I worked on two successive large-scale campaigns, developing a visual and verbal identity that felt uniquely tailored to the German commuter. By using playful puns and regionally relevant headlines, we turned standard RTBs into cultural talking points.
The Results The headlines became part of the local conversation, successfully re-launching the brand in key cities like Hamburg and Stuttgart.
The Solution I worked on two successive large-scale campaigns, developing a visual and verbal identity that felt uniquely tailored to the German commuter. By using playful puns and regionally relevant headlines, we turned standard RTBs into cultural talking points.
The Results The headlines became part of the local conversation, successfully re-launching the brand in key cities like Hamburg and Stuttgart.
Each poster focusses on a core RTB with headlines that are designed to turn heads. Among them: “Für deine un-unheimlichen Heimwege” (For your un-unnerving ways home) and “Für deine nur-noch-ein-Bier Biere” (For your “just-one-more-beer” beers). The social assets used the same tonality to show Uber use cases.
This blanket coverage ensured that Uber’s new, witty tonality became a familiar part of the city's visual fabric during the relaunch.