Safety never stops
How does a brand like Uber introduce its relatively unknown safety innovation and features to the world?
We looked to the skies for inspiration to make the world’s first In-ride Safety Announcement. ‘Safety Never Stops’ became the rallying phrase to launch Uber’s relentless commitment to safety.
The film premiered on thousands of Hubble screens during active Uber trips, as well as on broadcast and online.
In the end, we created over 1000 unique assets translated across 26 different languages.
The film needed to be modular.
Each vignette communicated a different safety feature like speed limits, real-time ID verification, mandatory hour limits for drivers, or phone number anonymisation.
This allowed each of the 42 countries to tailor their film to the laws and safety issues relevant to their markets.
In-Ride Safety Card
Keeping with the airline safety theme, we also created the first In-ride Safety Card to sit in the seat-back pocket.
These cards mimicked the look and feel of an airline safety card, and gave information relevant to their current trip.
Safety Blue
Just as ‘Safety never stops’ became the global rallying cry for safety, we needed something that would stand out in the brand architecture. Safety Blue is a bespoke colour in the Uber colour palette that is only used for communication about safety.
It acts as the thread that ties all Uber safety communication together.
Roles: Creative Direction, Film Production,
Global Campaign Transcreation, Print Production, Client
Agency Partners: 72andSunny AMS
Transcreation Partner: MediaMonks
Director: Pensacola
Production Company: CANADA
