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.
Category
Campaigns for Good
Annual ID
OS23_BS034M
About the Work
– the project's intended purpose:
Let’s use the power of Uber’s platform to mobilize our communities for support for Ukraine
– the importance of the placement of the work:
The placements were focused on maximum exposure, starting with our app that has 130 million users, this is the primary channel we used to inform gen pop about the efforts of Ukrainian drivers with Uber. We started there and then we were approached by our media partners who were moved by our efforts on our owned channels, they felt moved and donated whatever available media inventory they had to our efforts. Our creative teams sometimes had less than 48hrs to develop assets for unused inventory that was donated.
– cultural background needed to understand the work:
Simple, we made a commitment to show up where movement is tested, this was an opportunity to live out our brand purpose, from moving refugees and artifacts to safety to moving teachers and medical aid to affected areas in need.
Let’s use the power of Uber’s platform to mobilize our communities for support for Ukraine
– the importance of the placement of the work:
The placements were focused on maximum exposure, starting with our app that has 130 million users, this is the primary channel we used to inform gen pop about the efforts of Ukrainian drivers with Uber. We started there and then we were approached by our media partners who were moved by our efforts on our owned channels, they felt moved and donated whatever available media inventory they had to our efforts. Our creative teams sometimes had less than 48hrs to develop assets for unused inventory that was donated.
– cultural background needed to understand the work:
Simple, we made a commitment to show up where movement is tested, this was an opportunity to live out our brand purpose, from moving refugees and artifacts to safety to moving teachers and medical aid to affected areas in need.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Banda / Kyiv
Internal / In-House Agency
Uber / San Francisco
Creative Director
Einav Jacubovich
Rick Serdiuk
Executive Creative Director
Danielle Hawley
Producer
Christopher Butler
Account Director
Marina Kuniets
Director of Social Impact
Julia Paige
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