Young Ones Student Awards
The Young Ones competition is one of the most acclaimed advertising, interactive and design student competitions. It has a tradition of excellence dating back to 1986.
Category
Advertising / Branded Content / Entertainment: Online / Website
Annual ID
YO23_A038M
Description
Background:
The unemployment rate among young adults in Sweden reached 31% due to the
Covid-19 pandemic. And as Uber wasn't considered as a youth employer at the time, we were tasked to create a recruiting campaign for Uber that targets this specific group.
Insight:
Role-playing in Grand Theft Auto became extremely popular during the pandemic, and many spent hours driving and handling traffic everyday.
The Big Idea:
We made the preparatory UberAcademy course into in-game missions, communicating it through in-game billboards, streamer-collaborations and YouTube pre-rolls. Making use of the five star-rating that’s present in both worlds.
The unemployment rate among young adults in Sweden reached 31% due to the
Covid-19 pandemic. And as Uber wasn't considered as a youth employer at the time, we were tasked to create a recruiting campaign for Uber that targets this specific group.
Insight:
Role-playing in Grand Theft Auto became extremely popular during the pandemic, and many spent hours driving and handling traffic everyday.
The Big Idea:
We made the preparatory UberAcademy course into in-game missions, communicating it through in-game billboards, streamer-collaborations and YouTube pre-rolls. Making use of the five star-rating that’s present in both worlds.
2023 Awards
Total Points: 1
Student Merit
Credits
Art Director
Isabelle de Susini
Copywriter
Jakob Hjulström
Linus Bolander
College / University
Berghs School of Communication / Stockholm
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