Karl.Worksツ
Design and Direction
Design and Direction
UberEats — Digital OOH Campaign
Agency: Special Group
Scope: Art Direction, Design, Motion
The Challenge
For the first time, Uber Eats secured media placements across several US college stadiums, promoting tailored offers to students attending live games. The campaign needed to resonate in a high-energy sporting environment while remaining unmistakably on-brand.
An added layer of complexity came from the use of Uber green, which risked being mistaken for individual team colours. Navigating compliance and ensuring the brand identity remained clear and distinctive required careful consideration.
The Response
Staying true to the Uber Eats visual playbook, we kept the work minimal, sharp and direct. A suite of looping digital executions was developed to cut through the noise of the stadium environment, with selected assets dynamically responding to in-game moments — creating timely, contextual interactions with the crowd.