Uber Eats Brand Campaign TW, 2021

Celebrities duo proposing, TVC ideas & scripts, Print & Social Copy development for Uber Eats Brand Campaign 'Tonight, I'll be Eating...'

The Ask

Uber Eats 'Tonight, I'll be Eating...' has launched 4 waves of campaigns in Taiwan. Hence, the client is looking for a fresh celebrity duo and down-to-earth stories to reflect that Uber Eats is offering authentic and great value gourmets to TW consumers.

The Answer

We think from Taiwanese local insights and create a surprisng duo and stories with unexpected twist.

Billie, a senior singer and comedian actress, is well-known by Taiwanese. She is known for her passion for fashion and leopard print. Ozi is a rising R&B hip-hop singer and fashion rookie. He is popular and has a great influence on the young generation.

We bring the two celebrities together to share their passion for fashion. Each video starts from the classic Uber Eats format that celebrities will turn to the camera and announce the order by saying 'Tonight, I'll be Eating...'

At the end of the 30s video, we play around the 'garbage culture' in Taiwan that people need to take the garbage out when the garbage truck arrived with the music. By adding this insight, the story looks more down-to-earth and close to Taiwanese life as what Uber Eats wants to achieve.

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The Print

For the key visual at the top, we made up the term, “食尚 (food style)”, which sounds the same as “時尚 (fashion)”. The copy alludes to the distinguishable fashion styles of Billie and ØZI, and also conveys that UE is in fashion for Taiwan’s everyday life. The copy reveals the campaign’s fashion theme and suggests that Uber Eats has great everyday food.

For the rest below, the copies in the visual try to refer to both the celebrity's personality and the food they present in the photo.