What happens when Antonio Banderas tries to order a Goya award and gets a Goya painting instead? Chaos. Forgery. And one very nervous national treasure holding a priceless canvas covered in red wine.

Uber Eats paying homage to Spanish heritage, and pop culture memes with this installment of "Get almost almost anything"

Building on the global campaign platform of “Get Almost Almost Anything,” Antonio finds himself restoring a masterpiece and trying to restore it in its' right place, Ecce Homo style. Spoiler: it does not go well.

Platform: Special Group
Campaign Spain: Ogilvy Madrid
Directed by Damien Shatford

The feature film holds hidden references that pay homage to some of Goya the painter his most iconic works like "El perro semihundido", "El 3 de mayo de 1808", "La maja vestida" and "El entierro de la sardina". It all culminates with a nod to the infamous Ecce Homo of Borja.

For the campaign we transformed Madrid's Goya metro station into a physical extension of the story. Making the station an experience and leaving cues that echoed Antonio’s pursuit.

At the heart of the "Get almost almost anything" platform lives a simple tension: Yes vs No. The out of home executions play with this contradiction, leading to a wide range of no’s into a series of playful useful yeses.

Testing gave the campaign strong scores on appeal, clarity, and relevance. AI heat maps improved brand attention, and the product films sequences was optimised using AI.

Once launched, culture did its thing: the Goya Museum of Spain shared the campaign organically, tipping its hat to the painter and joke that started it all.

For millions of everyday Americans, Uber is more than convenience – it’s a lifeline. Connecting people to critical healthcare, empowering seniors, and supporting those with mobility challenges to live independently.

In the U.S.40% of Uber trips happen in neighbourhoods underserved by public transport

The objective of the campaign was to make key opinion formers aware that Uber isn’t a luxury, it’s part of everyday life for millions who rely on it to get to work, access care, stay safe, and stay connected.

The results of Uber's various "One ride away" initiatives and partnerships indicate significant success in reducing patient no-show rates, expanding transportation access to underserved populations, and improving social connectivity for elderly adults.

These results demonstrate the effectiveness of using rideshare services to address transportation as a social determinant of health, ultimately bridging gaps in care and improving health outcomes for vulnerable populations.

The campaign hit at exactly the right moment. It launched just after José Mourinho had been fired, and the football world was obsessing over where he’d go next. Uber Eats flipped that speculation into comedy. Mourinho not negotiating, but calmly ordering on Uber Eats, applying his legendary intensity to order almost almost anything.

The campaign received Gold from the APPM (Portuguese Marketing Association) for Best Adaptation of an International Platform.

Platform: Special Group
Campaign Portugal: Stream and Tough Guy
Directed by Cristiana Miranda (Playground)

The campaign was supported by a strong, high-impact media rollout across TV, out-of-home, and social, with OOH placements turning Mourinho into a constant presence in everyday Portuguese life. Social executions amplified the work far beyond paid media, as Mourinho’s global profile helped the campaign travel organically across borders, sparking international attention and press outside Portugal. What started as a local adaptation quickly became a widely shared cultural moment, extending the reach and relevance of the platform well beyond the Portuguese market.

Uber faced perception challenges in Europe due to outdated stories. The campaign reframed the narrative, highlighting the positive impact Uber has on riders, drivers, and cities across 30+ markets.

Acknowledging the past, and moving together towards a better, brighter future.

To influence the opinion in Brussels, we ran a campaign to counter the beliefs that key EU leaders have about Uber. Addressing the dogmas to diffuse and inform about the changes Uber has made. Be factual and ‘educate’ about the positive influence of the Uber platform, brand and business across European nations. Highlight facts, impact and positive change.

In the UK, Uber Eats was widely known as a takeaway delivery service.
But the brand had grown, it could now deliver almost anything, starting with groceries. The challenge was to show this evolution in a way that felt effortless and immediate. The campaign distilled the message down to a single, clear idea: “Get groceries, effortlessly, on Uber Eats.” Through playful, relatable visuals and stories, the work made everyday delivery feel simple, convenient, and part of life, transforming how people see Uber Eats beyond just meals

The Uber Eats logo became the hero, visually representing the wide range of groceries now available through the app.

Concept: Mother London
Directed by Steve Rogers

The campaign unfolded across two playful films, capturing small moments of calm and the quiet pleasure that comes with grocery delivery that simply works.

The films didn’t just land, they traveled. The campaign was named Ad of the Day by The Drum and went on to be shortlisted across multiple categories at Campaign’s Best of UK Advertising 2023, including Best Film and Best Campaign.

We created a single global brand framework to bring taxis onto the Uber platform, setting a new standard for what people expect from taxi services and spreading the Uber magic seamlessly around the world.

Uber Taxi can be ordered through the Uber mobility app. The Uber app informs you upfront about the trip price, time of arrival and driver. You will be picked up where you are, so no need to look for transport. The Uber app provides safety features, driver background and route information on top.

Uber Taxis are additional supply to meet demand, with a fast pickup. The service also helps opening up new markets for Uber. It’s the local taxi with Uber magic on top.

To bring taxis onto the Uber platform, the in-house creative team developed a global visual brand language and image library for marketing initiatives. Built around three chevron shapes, the system could be applied across vehicles, the app, CRM emails, and local campaigns. The toolkit enabled the launch of Uber Taxi in over 30 countries in under two years, setting a consistent and recognizable standard worldwide.

With Uber Eats, everything is just a tap away, your favorite tortilla sin cebollas, croquetas, groceries, and more. The campaign celebrated la vida diaria española, turning everyday moments into effortless wins while showing that with Uber Eats, you get exactly what you want, exactly when you want it..

Concept Lola Mullenlowe Madrid
Directed by Martin Holzman

The launch campaign turned everyday moments into effortless wins. With Uber Eats, you get lo que tú quieras with a single tap, leaving more time and energy to enjoy life as it happens.

In Portugal, there’s a word for leaving things to the last minute and making it work: Desenrascar. It’s a wonderfully optimistic way to turn a tricky situation into a win, and that’s exactly the spirit Uber Eats brought to life.

Desenrascar; it means to MacGyver something up in the last-minute for a situation that you’ve got yourself into.

This campaign positioned Uber Eats as the brand that champions the art of desenrasque. It’s the service that turns last-minute improvisation into effortless wins, reminding everyone that the perfect solution in these moments is simple: “This really calls for Uber Eats.”

Concept Lola-Normajean Lisbon
Directed by Marco Martins

Waiting in the elevator, catching a ride with friends, hanging out on a sunday afternoon. Often these moments are filled with small talk, so it is not “lost time”. These small talk conversations take a turn for the worse, getting you stuck in a situation.

Concept by FP27 Cairo. Directed by Ali Two Times

The shift from ownership to access has fueled the rise of membership brands. Uber Pass was Uber’s first step in bringing mobility and delivery together under one monthly subscription, giving people the freedom to go anywhere and get anything. As both a global launch and a proving ground for what would become UberOne, the challenge was to create a compelling positioning and visual system that could scale across markets, categories, and cultures.

The visual identity and tone of voice were built around a simple idea: one membership, for people who get food and go places.

A global positioning and marketing framework was developed alongside a flexible, highly distinctive brand system designed to unify every touchpoint, from product to performance marketing. The result balanced consistency with adaptability, allowing the brand to show up boldly across formats while giving clarity and direction to agencies and partners worldwide.

The solution was Go and Get. A visual and conceptual system built around arrows as both metaphor and identity. The arrows represent movement and delivery, while signaling choice, direction, and momentum. One simple device carried the full promise of the product: mobility and delivery, united.

2020 became the breakout year for Uber Pass, launching to millions of members worldwide and laying the foundation for UberOne.

To drive awareness and adoption, local marketing campaigns rolled out globally, supported by CRM, in-app communications, performance media, and educational social content. Multiple agencies across regions contributed to execution, guided by Uber’s in-house creative team to ensure clarity, coherence, and scale.

Uber Pass layed the foundation for Uber One. If Uber helps people navigate real life, Uber Pass made it simpler, smarter, and more rewarding, turning everyday moments into reasons to belong.

Uber drivers come from all walks of life, each story is unique and inspiring. Elevating the human story and motivation why people partner with Uber was the focus for three EMEA drivers Stories.

To find the most inspiring stories, we had to find the most valuable aspect first – the story tellers.

Telling a true story that is valuable and relevant for potential Uber drivers. Creating connections at scale through various medias with content drivers about for Russia, Middle east and South Africa. Interviewing drivers on why they partner with Uber. To bring the stories to life we teamed up with leading directors from around the globe.

Uber driver Abdulla Sultan in Riyadh by director Maceo Frost.

Family man Mehboob Adam in Cape town, captured by director Brett de Vos.

Fleet owner Maxim Zaripov in Moscow by director Julian King

Amplifying the films with owned, earned and bought media to be the #1 result to queries such as “driver stories” or “driver reviews” in the EMEA region.

Encouraging prospect drivers to convert in the sub-regions with content that is relatable and transmits a positive sentiment.

Uber Bounce — easily ordering an Uber for anyone — was introduced to the Russian market over the holidays. End of year holiday preparation stress was the perfect context to launch this app feature. Providing an easy solution to get family and loved ones where they need to be without all the fuss transportation can give.

The focus audience were existing users who could introduce Uber through the Bounce feature to their peers.

The campaign ran in two phases, featuring a hero protagonist couple who would send Uber Bounce rides to family and loved ones. For each phase different content was created. Phase one focusing on the period around the festive days and phase two on the lazy holidays that follow.

The campaign was brought to life with the support of BBDO Moscow and Director Egor Abramenko. For the video’s it was key to get viewers to identify with our hero characters — through local styling and visual clues that are connected with the New Year and the characters’ demeanor. Uber users would recognize themselves in the hero characters, while providing a smile at the ironic demonstration of people’s laziness.

The challenge was to create an entertaining tension between the exhausted heroes and their demanding context.

The second phase kicked off in February highlighting lazy weekends. Where phase one was composed out of carefully crafted composition, magnificent light scheme and colors. The second phase used a more direct approach and was positioned as an enforcer to strengthen muscle memory of the Bounce feature.

The digital showroom revolutionizes the sales experience for retailers by offering them a more engaging and seamless buying approach. The interactive system blends collection information, sales tools and brand content in one seamless touchscreen interface.

The centerpiece of the digital showroom is a touchscreen table which connects to a wall-to-wall ultra-high-definition 4K screen. Customers can digitally view every item of the collections and create custom orders. The interface allows for in-depth discussions on styling, merchandising and deliveries that are tailored to each client.

Tommy Hilfiger launched the digital showroom on January 2015. The company has established a global roll-out plan to expand the concept into markets worldwide.

Complementing traditional sales tools with brand content, the digital showroom immerses customers in a total brand experience. Showcasing a full seasonal brand story while reducing the environmental impact with scaled down sample creation, roll back on supply chain, manufacturing, product shipping and packaging.

A pop-up tennis event with a twist was staged in the center of New York to create a digital buzz around the introduction of the new brand ambassador Rafael Nadal. The 14-time Grand Slam winner faced off in several rounds of tennis with top models all dressed in custom Tommy Hilfiger looks. Each time a team scored a point their opponents stripped down, unveiling the new Tommy Hilfiger men’s and women’s underwear collection.

The digital element of the campaign was revealed just after midnight on August 25 through the brand’s (social media) channels. Including a live Periscope feed from the event and an exclusive collaboration with Funny or Die, bringing a new perspective to the traditional red-carpet Q&A in a series of videos that were launched in the days after the event. All digital communicates pushed to the dedicated event landing page on Tommy.com

The campaign launch made #TommyXNadal a trending topic on social media. With +382M impressions and 32K mentions globally on Twitter, +71M global impressions on Instagram and +40M global Facebook impressions.

Launching the European CalvinKlein.com with a responsive design to deliver an optimised experience for both desktop and mobile. The site design is based on the premium brand look and feel. Allows for localisation by product offering and site functionality to meet consumer preferences and needs within each individual market. Social media content is integrated throughout the site to push and support the global marketing efforts.

The project included the complete user journey, from homepage to checkout with the strategy of integrating brand content and commerce at the heart of it.

Tommy.com recieves over 40 million visitors a year. Making the website the most visited flagship store of the TH brand. In order to increase reach a strategy was developed to broaden the variety of content and merchandise with the end goal being a personalised digital journey for each individual visitor.

The product page is the new homepage, as an increasing number of consumers land straight on the product page through google or other means. One of the goals was to elevate product pages to the fullest expression of the brand while not loosing track of the shopping objective. Content formats were developed. From aspirational brand vision & lifestyle to functional content like quick tips and styling advice. Through this set up bi-monthly site refreshes in 10 languages can be realised with a relative small team of designers and copywriters, delivering new and relevant content that is aligned with the brand’s DNA.

Newsletters are key in any content strategy. Communicating the right message between brand and commerce that is relevant instead of intrusive.

The strategy placed TommyHilfiger.com in the top 10 of L2 Digital IQ Index: fashion.

According to L2 inc. who publishes each year a top 10 of the best performing fashion brands online: ’...Tommy Hilfiger takes advantage of email technology to deliver a seamless and personalized experience. The brand garnered the highest email frequency in the index, 7.8 emails over a three month period vs. the index average of 1.7. Advanced email personalization links user actions on site to inbox missives, recommending similar products visitors may have missed or sending sales alerts on products that did not convert the first time.”

The campaign ‘Just Do It’ was introduced to the Russian market. In western cultures this statement is well embedded with the Nike brand. In Russia the statement still had to be made. Sapient Nitro shot the above the line commercial. The digital team worked on the below the line activation to make the campaign resonate and embed 'Just Do It' with the Nike brand in the Russian market.

With the digital team an online social campaign was launched directing Russian youths to the 'Just Do It' hub. Here they could connect, create sporting events and invite one another. The site was an instant success, with the social arm of the campaign swamped with eager participants.