2019 Brand Experience & Activation


Short List
Category A06. Consumer Services/Business to Business
Name Company Position
Alexander Kalchev DDB Paris Executive Creative Director
Jean Weessa DDB Paris Creative
Melanie Pennec DDB Paris Creative
Jeanne Taillard DDB Paris Creative
Timothy Alexandre DDB Paris Creative
Claude-Henri Galbois DDB Paris Planner
Fabien Donnay DDB Paris Head of agency production
Paul Ducré DDB Paris Managing Director
Julie Haslé DDB Paris Account Director
Noémie Pitois DDB Paris Account Executive
Lucas Lahore DDB Paris Community Manager
Michelle Lamberti Uber Marketing Director
Julie Touyarot Uber Advertiser Supervisor
Pauline Rigommier Uber Senior Brand Manager
Lindsay King Uber Marketing Manager
Olivier Bassuet Art Bridge – Quad Group Executive Producer
Claudia Traeger Art Bridge – Quad Group Production Director
Nabia Amraoui Art Bridge – Quad Group Coordinator
Nataly Aveillan Art Bridge – Quad Group Post-Production
Gabriel Dugué Art Bridge – Quad Group Director
Arno Roth Art Bridge – Quad Group Production Designer
Balthazar Lab - Cinematographer

Why is this work relevant for Brand Experience & Activation?

UberToys allowed to customers to restore the magical feeling they had back in the days, when they ordered an Uber for the first time and a car came right at their location point.


In 2011, Uber was launched in France and it felt like magic to have a car available at the tip of your fingers. Eight years later, there are dozen of ridesharing apps, and the magic of Uber was gone, mostly replaced by people complaining on social media about the service. In this context and to renew the passion of customers who used to see Uber as an innovative brand, we had to bring back magic to the streets.

Describe the creative idea (20% of vote)

That’s what’s UberToys did. Six life-sized Toy Cars offering rides in three big cities : Paris, Zurich and Vienna, over one month for free.

Describe the strategy (20% of vote)

Our Target Audience was every Uber customer of Paris, Zurich and Vienna, and more globally French, Swiss and Austrian people who saw the campaign online thru UGC and the two films we made to promote UberToys.

Describe the execution (30% of vote)

It started with a Launch film that unveil the possiblity to order an UberToy, and a first wave of influencers that had the privilege to ride with an UberToy. After that, we released the six cars for ten days in each city : Paris, Zurich and Vienna. Every Uber customer could order an UberToy if the car was available.

List the results (30% of vote)

The effect was incredible and in just a week the number of positive interactions with Uber went from 23% to 88%. Brand Favorability increased by 17%, that’s a huge number in the car sharing industry, UberToys reached more than 230m PR Impressions.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

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