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.
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Spikes Asia today announces that the 2021 awards will take place in February, bringing them forward to the first quarter of the year. Judging for the Spikes Asia Awards, the region’s most prestigious creative branded communications accolade, as well as the Tangrams Awards and Young Spikes competitions will all take place in February 2021. In […]
Following a rigorous round of online judging by 133 industry experts, The Communications Council today announced that 88 finalists from 24 agencies on behalf of 36 clients have made it into Round Two of the Australian Effie Awards. Finalists will now compete for Effies, Australia’s only awards based on proven advertising effectiveness – across 26 […]
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]
WPP AUNZ has launched its inaugural podcast series, led by WPP AUNZ Chief Strategy Officer, Rose Herceg (pictured). The podcast series will focus on the company’s recent thought leadership study: Secrets & Lies Chapter 4, Humanity & the Machine. Aired over the next few weeks, each discussion will take a deep dive into exploring the role […]
Westpac Group today announced it has partnered with Verizon Media’s Omnichannel DSP across its entire brand portfolio including Westpac Bank, St George Bank, Bank of Melbourne and Bank of South Australia. The new partnership gives Westpac Group access to Verizon Media’s end-to-end strategic marketing and planning capabilities including: first-party data based audience insights; full-service omnichannel […]
Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]