Title	THE HIDDEN CAR CRASH WINE LABEL
Brand	UBER
Product/Service	TAXI SERVICES
Category	E02. Art Direction / Design
Entrant	LEO BURNETT MOSCOW, RUSSIA
Idea Creation	LEO BURNETT MOSCOW, RUSSIA

Name	Company	Position
Mikhail Kudashkin	Leo Burnett Moscow	Executive Creative Director
Ilya Pryamilov	Leo Burnett Moscow	Senior Art Director
Vasiliy Gubin	Leo Burnett Moscow	Senior Copywriter
Andrey Kokorin	Bang Bang Studio	Illustrator
Irina Kartina	Leo Burnett Moscow	Senior Corporate Communication Magager
Ksenia Sharapova	Leo Burnett Moscow	Junior Corporate Communication Manager
Anastasia Naassan	Uber	Marketing manager Uber
Evgeniya Shipova	Uber	Head of communications

The Campaign

Action Plan - issue a limited run of bottle labels for Jean-Jacques house wine in collaboration with Jean-Jacques restaurants. Bottle labels oftentimes have prints of beautiful landscapes - blooming vineyards, luxury villas and tranquil landscapes. Our idea - to insert images of some terrible car crash scenes into these landscapes, as if demonstrating what could happen when you drink and drive. In other words, we took a typical for this category wine bottle label and inserted a totally contrasting, completely unexpected, shocking imagery.

Creative Execution

Our goal was to replicate with a great deal of accuracy that conventional beautiful wine bottle label landscape. As per rules of genre, we have, with great attention to details, created such a landscape in the printmaking technique. And with the same attention to the details we have inserted into the landscape a scene of a terrible car crash. In order to insure accuracy and authenticity, we've commissioned an illustrator - a professional wine bottle label artist.

Results

Bottom line - thanks to the waiters who knew exactly how many bottles of wine had been ordered, hundreds of drivers did not get behind the wheel while impaired by alcohol. Uber was able to track the exact number of codes used in this promo - 92 percent. Thanks to unconventional media, there were mass media articles and social media discussions of the campaign. Uber helps to make roads safer in Russia, and has proven itself as a socially responsible brand. And, the company won many new customers without spending a penny on media budget.

Sometimes, in a bar or a restaurant, a motorist spontaneously makes a decision to have a drink and then gets behind a wheel. It's important that we address these people and at the right moment - just before they get behind the wheel. We didn't talk about our idea in advance and guests learned about promo only when they ordered their wine.

Uber has this whole Don't Drink and Drive platform - the brand is always there for you when it comes to safety. The target audience are motorists who could potentially drive under the influence of alcohol. Such "drink and drive" decision comes to people spontaneously and often with a glass of wine in their hands. And it's exactly then, in that particular moment, when this person has to be driven towards the right decision - on one hand, we demonstrate, what could happen when you drink and drive, and, on the other hand, we suggest this simple and convenient alternative - a free Uber ride.