Safety. But sexy.
“Safety Never Stops” was a global campaign to communicate Uber’s relentless commitment to safety and showcase the host of
pioneering and innovative safety features developed to ensure it.
With a serious topic like safety, you quickly run the risk of creating a campaign that is, well.., serious. Or overly didactic. So we opted for a more light-hearted approach and drew inspiration from the airline industry. Which resulted in the “in-ride safety video”, the Uber equivalent of an airline safety film.
The film premiered
on thousands of
headrest monitors.
…along with an official in-ride safety card.
Forty-two countries,
one singular color.
Using Safety Blue as our campaign thread, we created over a 1000 unique assets in 26 different languages (which sounds as painful as it was) .
Many features,
many films.
In order to allow each of the 42 countries to
tailor their film to the laws and safety issues relevant to their markets, we developed the
film with a modular approach in mind.
Which meant creating lots cute little mini films, each boasting yet another sexy safety feature.
Directed by: Pensacola (CANADA)
Creatives: Frenkel Schönfeld, Renée Lam, Craig Hanratty
Design: Jordan Shevell
Creative director: Laura Visco
Agency: 72andSunny