UBER: Ask Sam Acquisition Campaign
MY ROLE: Concepting / art direction / design
CREATIVE PARTNERS: Josie Fox, Jack Nunn
AGENCY / CREATIVE DIRECTION: Special Group
Working with Special Group Sydney I was brought on board to help bring to life the Ask Sam Uber launch campaign for Australia & New Zealand through various ideas and art direction. This first campaign created was simple — Ask Sam. It was clear once someone took a journey with Uber they could see how great a service it was and would recommend to friends, so with that in mind Uber decided to take Australia's most popular name and give every Sam in Australia a free ride. If anyone had any questions they knew exactly who to ask — their mate Sam, or Sammy, or Samita, absolutely anyone with Sam in their name. Using real Sams we created a simple film and animation to tell the nation who they need to ask about Uber.
There was a lot of social interaction with the campaign and it proved to be the most succesful APAC promotion Uber have done to date.
This is the first of two campaigns I’ve been working on for Uber, the rest are still in the making...