Gold Coast Agency Teams Up With Uber & DrinkWise For New National Campaign

Gold Coast Agency Teams Up With Uber & DrinkWise For New National Campaign
SHARE
THIS



The relationship between Gold Coast agency 40/40 Creative and Uber has shifted up a gear, with the agency delivering its biggest campaign to date for the ride-sharing behemoth.

The national ‘Be a Friend’ campaign, which is also in partnership with alcohol industry body DrinkWise, comprises of three 30-second ads encouraging young people to look out for their mates when they go out drinking.

Two of the three ads, which feature 1970s hit and Golden Girls theme song ‘Thank You for Being A Friend’ as the soundtrack, have had almost 980,000 views collectively following a soft launch last month, with the third ad to be released shortly.

Ty Kudla, account director at 40/40 Creative, said the campaign communicated a serious message in a light-hearted way.

“Our brief was to make it relatable for a mass audience, so we crafted the message in a way that said you can look after your mates in a way that doesn’t have to turn into a buzz kill,” he said.

“The feedback from Uber headquarters in San Francisco was that they were impressed with the campaign’s playfulness, so there’s potential for it to go even further than national.

“There’s even talk that it may land on MTV.”

Nic Nichols, creative director at 40/40 Creative, said the campaign was their largest body of work for Uber since linking with the company in 2014 for a part in its Gold Coast launch.

“Our relationship with Uber started as a result of our street art skills, which they wanted for some beat-up cars at their launch at Miami Marketta,” he said.

“From there we went on to deliver on-demand campaigns for UberPUPPIES, UberIceCream and UberJET, as well as doing work for Uber for Business and on the controversial ‘Fine the Premier’ campaign last year.

“Then Uber entrusted us with this national campaign with DrinkWise, which we basically controlled from inception to execution – it was a huge step forward for us.”

Nichols said the agency conceptualised the brand and was responsible for the logo, talent casting, video production, sound design, web design and photography.

“It was an opportunity for us to really prove ourselves,” he said.

Latest News

QMS NZ Finalises MediaWorks Merger
  • Media

QMS NZ Finalises MediaWorks Merger

QMS Media Limited has finalised terms for the merger of its New Zealand out-of-home, digital media and production business (QMS NZ) with MediaWorks, New Zealand’s leading independent radio, TV and digital business. The merger on completion will establish the newly combined QMS and MediaWorks as the largest multi-media advertising group in the country. In late […]

Headspace Australia Launches Instagram Campaign For Year 12 Students
  • Media

Headspace Australia Launches Instagram Campaign For Year 12 Students

Australian celebrities and creators are sharing their support for Year 12 students this week, in a new initiative from Instagram and headspace Australia. Launched today ahead of end-of-school exam results, #GramFam Australia features messages from ARIA winner Amy Shark, TV presenters including Lisa Wilkinson and Sandra Sully, comedian Peter Helliar, Home & Away star Olivia […]

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences
  • Media

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences

oOh!media’s audience reach has extended to well above 90 per cent of the Australian population with the integration of Adshel’s assets into the business, according to analysis of audience data. The audience reach data was announced as oOh! rebrands the Adshel assets to Commute by oOh!. Audience data from MOVE shows oOh!’s reach is unmatched […]

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer
  • Media

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer

The Australian Radio Network’s iHeartRadio Australia has teamed up with Surf Life Saving NSW (SLS NSW) for another year of ‘Surf Life Sounds’. The digital radio station features a mix of this summer’s hits, providing the official soundtrack to a safe summer at the beach while celebrating Australian beach culture. The Surf Life Sounds name […]

Sky News Bolsters Editorial Team With Two New Hires
  • Media

Sky News Bolsters Editorial Team With Two New Hires

Sky News today announced further expansion and investment in its editorial leadership team with the appointment of two new roles across its newsroom operations. Experienced television news director, Chris Willis has been appointed to the newly created leadership position of executive editor of news and talk. In this senior editorial role, Willis will have overall responsibility […]

Vince Usher Wins Top Dog Award At Miami Ad School Account Planning Boot Camp
  • Advertising

Vince Usher Wins Top Dog Award At Miami Ad School Account Planning Boot Camp

Ikon Communications strategist and account planner Vince Usher has been named Top Dog at Miami Ad School’s 2018 Account Planning course. Usher, who worked in teams throughout the course, also won three ‘Best Campaign’ awards for his work on live briefs by craft beer client 4 Pines, Tourism Australia and Ford. His team partner on […]