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
Physical Product & Mobile Integration
Annual ID
OS23_IN063M
About the Work
Uber Eats is an established player in the food delivery service, known for working with America’s favorite celebrities. From duo Lil Nas X and Elton John, to icons Jennifer Coolidge and Julia Fox, Uber Eats regularly employs cultural groundbreakers in its advertising.
However, as delivery services reach peak penetration, consumers see very little difference between Uber Eats and its competitors. It was no longer enough for Uber Eats to just create cultural moments in commercials — we had to literally deliver them to people’s doorsteps in a way no other company could. The question was, what would America want delivered that they had never seen before?
There’s one time of year when delivery is particularly relevant: the holidays. Known to be the busiest, most chaotic, and financially stressful time of year, it gave us the opportunity to provide something exciting at the convenience and value they need. While every household celebrates the holidays differently, there is one tradition shared across cultures: re-watching the fan-favorite Harry Potter movies.
We partnered with Warner Bros. Discovery Global Consumer Products to create an exclusive holiday trunk that didn’t just deliver Wizarding World treats, but transported fans there through an interactive experience interweaving classic holiday traditions with augmented reality. At its center, a premium gingerbread kit of a Hogwarts-inspired castle that comes to life through digital games and unlockable enhancements. Every element was carefully crafted to feel as real to Hogwarts as possible, while providing a snack to boot.
And it paid off: the trunks created so much fan fervor that it temporarily broke the Uber Eats app, and trunks showed up on eBay as fans scrambled to get a trunk of their own. With the exclusive Wizarding World holiday trunk, Uber Eats showed that they don’t only know culture, they deliver it too.
However, as delivery services reach peak penetration, consumers see very little difference between Uber Eats and its competitors. It was no longer enough for Uber Eats to just create cultural moments in commercials — we had to literally deliver them to people’s doorsteps in a way no other company could. The question was, what would America want delivered that they had never seen before?
There’s one time of year when delivery is particularly relevant: the holidays. Known to be the busiest, most chaotic, and financially stressful time of year, it gave us the opportunity to provide something exciting at the convenience and value they need. While every household celebrates the holidays differently, there is one tradition shared across cultures: re-watching the fan-favorite Harry Potter movies.
We partnered with Warner Bros. Discovery Global Consumer Products to create an exclusive holiday trunk that didn’t just deliver Wizarding World treats, but transported fans there through an interactive experience interweaving classic holiday traditions with augmented reality. At its center, a premium gingerbread kit of a Hogwarts-inspired castle that comes to life through digital games and unlockable enhancements. Every element was carefully crafted to feel as real to Hogwarts as possible, while providing a snack to boot.
And it paid off: the trunks created so much fan fervor that it temporarily broke the Uber Eats app, and trunks showed up on eBay as fans scrambled to get a trunk of their own. With the exclusive Wizarding World holiday trunk, Uber Eats showed that they don’t only know culture, they deliver it too.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Special US / Los Angeles
Client / Brand
Uber Eats / San Francisco
Warner Bros. Discovery
Production Company
Robotproof / Los Angeles
Post Production Company
The Forge / London
Media Distribution Company
EssenceMediacom / New York
Art Director
Nina Golik
Chidalu Motanya
Michelle Monahan
Copywriter
Maddi Wagner
Cinematographer
Joe Cotton
Creative Director
Alice Blastorah
Lisa Marshall
Designer
Charmaine Cheng
Executive Producer
Josh Burns
Producer
Mary Kate Pleggenkuhle
Account Director
Isaac Cerecke
Account Supervisor
Sarah Newton
Head of Production
Esther Perls
Set Designer
Emma Winter
Strategy Director
Janet Shih
Brand Media Lead
Gracie Childress
Brand Media Manager
Keith Shattuck
CEO & Co-Founder
Matt Robison
DoP
Tom Turley
Executive Producer & Co-Founder
Tom Ironside
General Manager
Dom Dalton
Gingerbread Artist (shoot)
Michelle Wibowo
Gingerbread retailer
Biscuiteers / London
Global Creative Director
Ecole Weinstein
Head of Business Affairs
LaTanya Ware
Head of Marketing, US & CAN
Georgie Jeffreys
Head of strategy
Kelsey Karson
Lead Developer
Dave Seidman
Marketing manager
Meg Fortier
Partner / CEO
Cade Heyde
Partner / Chief Strategy Officer
Kelsey Hodgkin
Partner / Executive Creative Director
Dave Horton
Matthew Woodhams-Roberts
Photographer & Director
Sam Hofman
Photography Producer
Mark Kenney
President & Co-Founder
Brian Marshall
Senior Communications Manager
Becky Davis Katz
Senior Marketing Manager
Liza Keller
Brittany Williams
Stephanie Ponce
SENIOR PRODUCER
Jamie Watana
Kelechi Amadi
Senior Producer Digital
Amanda Weidel
Senior Producer Logistics
Carter Parrish
Senior Strategist
Jen Rose
Social & Digital Marketing Lead
Kaitlyn Mendoza
Related Awards
