EVERYDAY
GIANTS
OVERVIEWWhether it’s an act of kindness, a conversation that brightens one’s day, or showing up in critical moments, every now and then an Uber ride transcends beyond a mere ride from A to B. And when that happens, our paths cross with heroic drivers and delivery people who go beyond the ordinary and leave an indelible mark on someone's life.
In the midst of ongoing global challenges in 2021 due to the pandemic, earners continued to be the #everydaygiants and the heartbeat of Uber’s platform. As a thank you to all these remarkable heroes, we created a heartfelt campaign of appreciation recognizing their unwavering dedication, relentless hustle, and genuine care - the driving forces that kept the world in motion.
IDEAFrom halftime heroes to relationship gurus, our campaign was crafted to share a sincere thank you to all the earners who turned everyday moments into memorable experiences that moved us.
The launch film, a lighthearted celebration of the various roles played by drivers and couriers, created the launchpad for our strategic efforts across various channels, spanning social media, CRM emails, in-app communications, push notifications, and a dedicated microsite. Additionally, we created hero films that featured exceptional earners such as Dominic, Sierra, and Tammy sharing their captivating stories across all channels, highlighting the remarkable impact of these extraordinary #everydaygiants.
