Uber Green.
Driving Aussie awareness of Uber's EV-only ride option, by making the case it was already common sense.
Uber had to convince mass-market Australians to take their first ride in an Uber Green, its EV-only product. Most EV launches read like a carbon-disclosure footnote. Ours had to read like a product worth choosing.
Australians don't take well to being lectured about emissions, and the EV category had become noisy with worthy comms nobody actually wanted to watch. The unlock wasn't to argue. It was to make the obvious case obvious, with the kind of cultural weight that lets Aussies say yes without feeling preached at.
We brought a trio of unmistakably True Blue Aussie icons back together to deliver one message: Uber Green. Now that's just common sense! An earned-creative idea designed to drive mass consumer awareness and increase use, treating EV as an upgrade rather than a sermon.
The campaign ran across paid social and earned channels via Uber Australia, repositioning Uber Green as the default-rational choice rather than a virtue purchase.