| Title | ROADS |
| Brand | UBER |
| Product/Service | UBER |
| Category |
A05. Cars & Automotive Products & Services |
|
Entrant
|
DDB PARIS, FRANCE
|
|
Idea Creation
|
DDB PARIS, FRANCE
|
|
Idea Creation 2
|
UBER Paris, FRANCE
|
|
Production
|
ICONOCLAST Paris, FRANCE
|
Credits
| Alexander Kalchev |
DDB Paris |
Executive Creative Director |
| Benoit Oulhen |
DDB Paris |
Copywriter |
| Clément Oberlin |
DDB Paris |
Art Director |
| Sophie Megrous |
DDB Paris |
Head of TV |
| Paul Ducré |
DDB Paris |
Managing Director |
| Niclas Larsson |
Iconoclast |
Director |
| Isaure Goetz |
DDB Paris |
Account Director |
| Marine Blachère |
DDB Paris |
Account Supervisor |
| Rasmus Videbaek |
Iconoclast |
DOP Lighting Cameraman |
| Michelle Lamberti |
Uber |
Marketing Director |
| Joséphine Ceccaldi |
Uber |
Campaign Lead |
| Pauline Rigommier |
Uber |
Campaign Manager |
| Joo-Hyung Lee |
Uber |
Campaign Manager |
Brief Explanation
In this film, Uber uses the metaphor of roads to trace its journey in France since its beginnings 5 years ago. Starting with the different kinds of roads Uber takes everyday, the brand then acknowledges the errors that have been made, referring to the demonstrations and trials it has been through in recent years.
In a dynamic edit of car shots and depictions of Uber as a company, the film carries the metaphor of the road further to express Uber’s new philosophy, which is about learning from its mistakes to move forward.
The film ends with a “thank you” to all the customers and drivers that made this whole journey happen, making Uber progress through their numerous feedbacks.