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.