Uber Father's Day

I was briefed to ideate, write and execute a playful social media post for Uber’s channels for Father’s Day. For this concept, I leveraged social insights which showed a pop culture trend of riders sharing stories of Uber drivers as ‘confidants’ / ‘father figures’, i.e. getting them home safely, having wholesome chats, giving advice. This trend had become even more relevant as we were seeing users posting nostalgic throw backs to Uber memories during the pandemic. The concept I came up with was the Uber driver as the dad – they’re our dads, for a short time, but also they’re people, and fathers themselves. I wrote a call out to Uber drivers to submit videos of what being a father meant to them, and hired a video editor to create the final asset.

Report

Project Tags

#fathersday2020

Companies

Uber
- Technology

Skills

\",\"cache_age\":86400},\"meta\":{\"extractor\":\"iframely\"},\"links\":{\"self\":\"v1/x-media/https://www.instagram.com/p/CBsB5tOFOe7/\"},\"properties\":\"~project~project~attributes~blocks~2~attributes~xMedia~attributes\",\"title\":\"A post shared by Uber UK (@uberuk)\"}},\"links\":{\"self\":\"v1/embed-blocks/163769\"},\"relationships\":{\"x-media\":{\"links\":{\"self\":\"v1/embed-blocks/163769/relationships/x-media\",\"related\":\"v1/embed-blocks/163769/x-media\"},\"data\":{\"type\":\"x-media\",\"id\":\"https://www.instagram.com/p/CBsB5tOFOe7/\"}},\"xMedia\":\"~project~project~attributes~blocks~2~attributes~xMedia\"},\"properties\":\"~project~project~attributes~blocks~2~attributes\",\"title\":\"undefined undefined\"}]},\"links\":{\"self\":\"v1/projects/427835\"},\"relationships\":{\"author\":\"~project~project~attributes~author\",\"features\":\"~project~project~attributes~features\",\"image\":\"~project~project~attributes~image\",\"industries\":\"~project~project~attributes~industries\",\"invites\":{\"links\":{\"self\":\"v1/projects/427835/relationships/invites\",\"related\":\"v1/projects/427835/invites\"},\"data\":null},\"owner-page\":{\"links\":{\"self\":\"v1/projects/427835/relationships/owner-page\",\"related\":\"v1/projects/427835/owner-page\"},\"data\":null},\"owner-user\":{\"links\":{\"self\":\"v1/projects/427835/relationships/owner-user\",\"related\":\"v1/projects/427835/owner-user\"},\"data\":{\"type\":\"users\",\"id\":\"266530\"}},\"owner-roles\":{\"links\":{\"self\":\"v1/projects/427835/relationships/owner-roles\",\"related\":\"v1/projects/427835/owner-roles\"},\"data\":[]},\"page-collaborators\":{\"links\":{\"self\":\"v1/projects/427835/relationships/page-collaborators\",\"related\":\"v1/projects/427835/page-collaborators\"},\"data\":[{\"type\":\"pages\",\"id\":\"86736\"}]},\"skills\":\"~project~project~attributes~skills\",\"tags\":\"~project~project~attributes~tags\",\"user-collaborators-summary\":{\"links\":{\"self\":\"v1/projects/427835/relationships/user-collaborators-summary\",\"related\":\"v1/projects/427835/user-collaborators-summary\"},\"data\":[{\"type\":\"users\",\"id\":\"993397\"}]},\"side-hustle-skill\":{\"links\":{\"self\":\"v1/projects/427835/relationships/side-hustle-skill\",\"related\":\"v1/projects/427835/side-hustle-skill\"},\"data\":null},\"desired-collaborator-professions\":{\"links\":{\"self\":\"v1/projects/427835/relationships/desired-collaborator-professions\",\"related\":\"v1/projects/427835/desired-collaborator-professions\"},\"data\":[]},\"x-likes\":{\"links\":{\"self\":\"v1/projects/427835/relationships/x-likes\",\"related\":\"v1/projects/427835/x-likes\"},\"data\":null},\"x-in-lists\":{\"links\":{\"self\":\"v1/projects/427835/relationships/x-in-lists\",\"related\":\"v1/projects/427835/x-in-lists\"},\"data\":null},\"ownerUser\":\"~project~project~attributes~author\",\"ownerRoles\":\"~project~project~attributes~ownerRoles\",\"pageCollaborators\":\"~project~project~attributes~pageCollaborators\",\"userCollaboratorsSummary\":\"~project~project~attributes~userCollaboratorsSummary\",\"desiredCollaboratorProfessions\":\"~project~project~attributes~desiredCollaboratorProfessions\"},\"properties\":\"~project~project~attributes\",\"title\":\"Uber Father's Day\"},\"projectsFromPage\":[],\"usersForSkills\":[]},\"projectEditor\":{\"collaborators\":{\"data\":[],\"loading\":false,\"meta\":{\"count\":0,\"current\":0,\"total\":1}},\"project\":null},\"questions\":{\"connectionsQuestions\":{\"data\":[],\"meta\":{\"count\":0,\"current\":0,\"total\":0}},\"curatedQuestions\":{\"data\":[],\"meta\":{\"count\":0,\"current\":0,\"total\":0}},\"error\":false,\"errorCode\":null,\"isLoading\":false,\"isModalVisible\":false,\"isSaving\":false,\"latestQuestions\":{\"data\":[],\"meta\":{\"count\":0,\"current\":0,\"total\":0}},\"modalQuestion\":null,\"myQuestions\":{\"data\":[],\"meta\":{\"count\":0,\"current\":0,\"total\":0}},\"myReplies\":{\"data\":[],\"meta\":{\"count\":0,\"current\":0,\"total\":0}},\"popularQuestions\":{\"data\":[],\"meta\":{\"count\":0,\"current\":0,\"total\":0}},\"question\":null,\"questionsByProfessions\":[],\"recommendedQuestions\":[],\"suggestedUsers\":[],\"suggestedUsersCount\":0},\"ribbons\":{\"entities\":{},\"results\":{}},\"search\":{\"enableJobsForYouFallback\":null,\"jobsTiles\":[],\"loading\":false,\"pagination\":{\"count\":0,\"current\":0,\"total\":0},\"questions\":{\"connections\":[],\"latest\":[],\"popular\":[],\"professions\":[]},\"results\":[]},\"sitemaps\":{\"eventPartners\":{\"data\":null,\"navigation\":null,\"pagination\":{\"count\":0,\"current\":0,\"total\":0}},\"jobs\":{\"data\":null,\"navigation\":null,\"pagination\":\"~sitemaps~eventPartners~pagination\"},\"pages\":{\"data\":null,\"navigation\":null,\"pagination\":\"~sitemaps~eventPartners~pagination\"},\"projects\":{\"data\":null,\"navigation\":null,\"pagination\":\"~sitemaps~eventPartners~pagination\"},\"questions\":{\"data\":null,\"navigation\":null,\"pagination\":\"~sitemaps~eventPartners~pagination\"},\"users\":{\"data\":null,\"navigation\":null,\"pagination\":\"~sitemaps~eventPartners~pagination\"}},\"statusBar\":{\"message\":null,\"negative\":false,\"overtop\":false},\"subscriptions\":{\"action\":null,\"cart\":[],\"credits\":[],\"creditsCount\":0,\"fiveJobsPack\":null,\"proPlan\":null,\"singleJobPack\":null,\"threeJobsPack\":null},\"user\":{\"connections\":{\"connections\":{\"data\":[],\"meta\":{\"count\":0,\"current\":0,\"total\":0}}}}}"; window.__APOLLO_STATE__ = "{\"ROOT_QUERY\":{\"__typename\":\"Query\",\"userHasExperiencedGraphTimeout\":false}}";