UBER
'UNLOCKING CITIES'
Uber’s largest APAC campaign reframed ridesharing as a smart solution to city gridlock.
Uber’s mission has always been clear: make transportation reliable and empower resource sharing to build better cities. Backed by data and brought to life with humor, “Unlocking Cities” reframed ridesharing as part of the solution to urban congestion.
Partnering with Forsman & Bodenfors, we kickstarted our campaign with a hero film that used humor to spotlight the problem of over-reliance on private cars.
Then, we build out the rest of the full-funnel campaign in-house, with me as part of the team at the helm.
Across eight cities, I led everything copy to ensure a consistent, human voice across every touchpoint—from OOH static and digital billboards to social outputs like the microsite, banners, social infographics, film trailers, Insta Stories, YouTube Masthead, GIFs, email campaigns… and even PR materials.
TEASER TRAILERS FOR SOCIAL
OUT OF HOME
DIGITAL
PR & IN-HOUSE COLLATERALS
The result? A regional reset. Launched across eight APAC cities—Singapore, Kuala Lumpur, Jakarta, Manila, Ho Chi Minh, Hanoi, Hong Kong, and Taipei—“Unlocking Cities” successfully shifted public perception of Uber, generating significant earned media. The campaign became Uber’s most talked-about work in the region.
My role:
Creative Team Lead, Brand Positioning Support, Copywriting, Tone of Voice development, Transcreation/Localization, Team Mentorship, Cross-Functional Collaboration