| Title | SAFETY NEVER STOPS |
| Brand | UBER |
| Product/Service | TRANSPORTATION NETWORK COMPANY |
| Category |
B06. Consumer Services/Business to Business |
|
Entrant
|
UBER Amsterdam, THE NETHERLANDS
|
|
Idea Creation
|
72ANDSUNNY Amsterdam, THE NETHERLANDS
|
|
Media Placement
|
OMD Amsterdam, THE NETHERLANDS
|
|
Production
|
CANADA London, UNITED KINGDOM
|
|
Additional Company
|
WHITEHOUSE POST London, UNITED KINGDOM
|
|
Additional Company 2
|
AMBASSADORS Amsterdam, THE NETHERLANDS
|
|
Additional Company 3
|
WALKER Los Angeles, USA
|
|
Additional Company 4
|
HECHO STUDIOS AMSTERDAM, THE NETHERLANDS
|
Credits
| Patrick Stal |
Uber |
Head of Marketing - EMEA |
| Holly Jonas |
Uber |
Head of Program Management, Marketing - EMEA |
| Rita Brito |
Uber |
Marketing Program Manager - EMEA |
| Karen O'Rourke |
Uber |
Program Management, Brand & Campaigns - EMEA |
| Meg Donovan |
Uber |
Head of Marketing Strategy - EMEA |
| Genevieve Labrecque |
Uber |
Head of Brand Campaign Strategy - EMEA |
| Jerome Austria |
Uber |
Executive Creative Director - EMEA |
| Chris Bruney |
Uber |
Sr. Art Director - EMEA |
| Michelle Gauci |
Uber |
Creative director - EMEA |
| Karin Eckhardt |
Uber |
Producer - EMEA |
| Carlo Cavallone |
72andSunny Amsterdam |
Executive Creative Director and partner |
| Stuart Harkness |
72andSunny Amsterdam |
Executive Creative Director |
| Nic Owen |
72andSunny Amsterdam |
Managing Director and partner |
| Laura Visco |
72andSunny Amsterdam |
Deputy Executive Creative Director |
| Chris Colliton |
72andSunny Amsterdam |
Creative director |
| Kevin Weir |
72andSunny Amsterdam |
Creative Director |
| Renée Lam |
72andSunny Amsterdam |
Senior designer |
| Jordan Shevell |
72andSunny Amsterdam |
Senior Designer |
| Frenkel Schönfeld |
72andSunny Amsterdam |
Senior Writer |
| Craig Hanratty |
72andSunny Amsterdam |
Senior Writer |
| Danny Feeney |
72andSunny Amsterdam |
Strategy Director |
| Kelsey Bozanich |
72andSunny Amsterdam |
Communications Strategy Director |
| Lauren Portelli |
72andSunny Amsterdam |
Group Brand Director |
| Gaia Rossetti |
72andSunny Amsterdam |
Brand Director |
| Fadia AlDandachi |
72andSunny Amsterdam |
Brand Director |
| Laura van der Heiden |
72andSunny Amsterdam |
Brand Manager |
| Loek Wijers |
72andSunny Amsterdam |
brand coordinator |
| Morgane Gozé |
72andSunny Amsterdam |
Brand Coordinator |
| Stephanie Oakley |
72andSunny Amsterdam |
Director of Production |
| Eline Bakker |
72andSunny Amsterdam |
Senior Film Producer |
| Michael Petrucelly |
72andSunny Amsterdam |
Senior Film Producer |
| Julie Bourges |
72andSunny Amsterdam |
Digital Producer |
| Sanne van Hattum |
72andSunny Amsterdam |
Print Producer |
| Melissa Saraceno |
72andSunny Amsterdam |
Junior Producer |
| Sabina Gorini |
72andSunny Amsterdam |
Business Affairs Director |
| Nickie Stevens |
72andSunny Amsterdam |
Business Affairs Director |
| Pensacola directing team |
Canada |
Director |
| Marc Miró |
Canada |
Director of Photography |
| Marta Argullós |
Canada |
Executive Producer |
| Laura Serra Estorch |
Canada |
Producer |
| Dani Molina |
Canada |
Production Manager |
| James Forbes-Robertson |
Whitehouse Post London |
Editor |
| Will Howard |
Whitehouse Post London |
Assistant Editor |
| Rens Pruijm |
Ambassadors |
Sound Designer/Mixer |
| Bas Moonen |
Ambassadors |
VFX Supervisor/Flame Artist |
| Jeroen Van Berkel |
Ambassadors |
VFX Supervisor/Flame Artist |
| Matt Hare |
Ambassadors |
Colourist |
| Hannah Glazebrook |
Ambassadors |
Executive Producer |
Write a short summary of what happens in the film
“Safety Never Stops” is a testament to Uber’s ongoing commitment to people’s safety. To highlight Uber’s suite of safety features, we drew inspiration from the airline industry and created the Uber equivalent of an “airline safety video”. In the light-hearted film we use airline safety jargon to explain a range of safety features that Uber has put in place to improve safety for both riders and drivers. Features like driver profiles, in-app emergency assistance and real-time ID checks.
Cultural / Context information for the jury
Due to its massive scale and rapid growth in little over ten years, Uber is sometimes looked at as a faceless tech company and even perceived as unsafe. In reality, Uber is a very human product that plays an intimate role in many people’s lives. And in terms of safety, Uber’s innovations are setting the standard for the whole ride-sharing industry.
The in-ride safety film is shown on headrest-screens inside certain rides and is accompanied by a physical “in-ride safety card” that lists a range of safety features. The film is also made available to riders in the app, when they board their Uber. At a later stage in the campaign, an airline partner will be screening the film on their in-flight entertainment system, as a gentle safety reminder for people who continue their journey in an Uber after landing.