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.

2023 Young Ones - Young Ones ADC

Uber Wanted: 5 stars

School Berghs School of Communication / Stockholm

Client Uber

Category

Integrated / Digital Campaign

Annual ID

YO23_A040M

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.

2023 Awards

Total Points: 1

Student Merit

Credits

Art Director

Isabelle de Susini

College / University

Berghs School of Communication / Stockholm
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