The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Direct Marketing

Uber Heetch

Agency Marcel / Paris + Heetch / Paris

Client Heetch


Physical Items

Annual ID


About the Work

With cheaper rides, better-paid drivers and 100% of taxes paid in France, Heetch is the fair alternative to Uber in France. Unfortunately, this message is hard to get noticed as Uber is absolutely everywhere. How do you challenge a ubiquitous competitor like Uber when you are a French ride-hailing app with no budget?
By hijacking their food delivery service, turning it into our own media, and having our competitor delivering straight to their audience all the reasons they should switch to Heetch. We transformed Uber Eats into Uber Heetch. The first Uber service that delivers its competitor's ads. We printed our messages on many meal boxes. Then we offered those boxes to some of the most popular restaurants on Uber Eats app. And voila! Our competitor did the rest.
We started by identifying the right restaurants that were willing to follow us and we built the operation with them: What would be the best packaging, which formats were the most popular, which boxes would be the most effective for each message etc...
Then we printed 12,000 packages according to all French food standards and each restaurant secretly received the boxes that would match the food they were selling.
All they had to do was wait for the D-day to start to use our packaging for all the orders they would receive from the Uber Eats app.

2022 Awards

Total Points: 9



Marcel / Paris

Client / Brand

Heetch / Paris

Art Director

Théophile Robaglia


Joseph Rozier

Creative Director

Hector Gruyer

Executive Creative Director

Gaëtan du Peloux
Youri Guerassimov

Motion Designer

Maxime Philippeaux


Pierre le Goff


Sveva Rossino

Account Director

Yani Oukid

Associate Director

Sebastien Jauffret

Marketing Manager

Benjamin Sousa

Brand Director

Antoine Clémenceau

CCO Publicis France

Anne De Maupeou

Chief Strategic Officer

Ghislain Tenneson


Charles Georges-Picot
Pascal Nessim

Co-founder & CEO

Teddy Pellerin

Co-founder & CPO

Mathieu Jacob

Co-founder & CTO

Aylic Petit

Copywriter apprentice

Thanapol Ekwattanachotkul

Junior Art Director

Claire Bouzigues
Salomé Becquard

Junior Copywriter

Lisa Videau


Christophe Gillon

Marketing Director

Tarik Tatihi

Print Producer

Suzanne Pereira Dias

Production Director

Manon Lapeyre

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