Uber // Can't Do That If You're Driving
We were tasked with launching Uber's first brand campaign in almost a decade at a time when new rideshare competitors were flooding the market. As the category leader, we didn’t just need to show up. We needed to stand out in a way only Uber could.
That’s when we uncovered a simple truth. Australians believe driving is freedom because it puts you in control. But control comes with stress, responsibility, and constant attention. In a world where everyone is expected to be in the driver’s seat, what people really crave is the passenger side.
From that came the platform: “Can’t Do That If You’re Driving.” A celebration of everything you unlock the moment you stop driving.
From that came the platform: “Can’t Do That If You’re Driving.” A celebration of everything you unlock the moment you stop driving.
// Campaign Launch
To make the platform famous we needed to launch with a bang. Or more accurately, a banger. We teamed up global icon Shania Twain with Australian musical comedy genius Tom Cardy to create an original track built around the line. The pairing was unexpected and instantly arresting. Twain brought superstar polish and self-aware charm. Cardy brought chaotic Aussie humour.
// Shortform films
Supporting the launch was a series of 15-second films, each focused on a single, relatable passenger-side truth. Sharp, observational vignettes that landed the line with precision and made viewers say, “Yep, I’ve been there.”
// OOH
// Backseat Arcade Activation
// Social