Uber - Where to?

Uber wanted to put out a few fires. A main one was putting your trust in the drivers. We decided to flip the script and instead of the passengers we asked the drivers "Where to?" Where are they going in life? Why are they driving Uber? We wanted to show that the drivers are just like your mate, your mum, your grandfather, yourself. All have goals, all have dreams. Their individual stories changed the way Australians felt about stepping into an Uber, and driver recruitment increased dramatically.

Cieavesh's story

Mel's story

Swanny's story

Eleamai's story

Sam's story

Outdoor

You Tube Pre Rolls

3D PRINTED UBER "DASH DREAM"
We asked drivers what their dreams are to 3D print them into real, tangible objects.
And not just an object... a car accessory, AKA a "dash dream". Traditionally wobblers are hula girls or Elvis figures, but here each one embodies a driver’s personal journey — from becoming a rockstar, to funding a trip to Paris, to competing in weightlifting in Japan. Printed in Uber’s signature blue filament with the embossed prompt “■ Where to?”, So every Uber driver will have their dream in their car - a symbol of our campaign, a thank you to the drivers from Uber, and an instant conversation starter between rider and driver. reminding passengers that every Uber driver is moving toward something bigger in life.

Dashboard wobblers reimagined: each one a driver’s dream, 3D-printed in Uber blue. And every Uber trip moves someone closer to their goal.

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