Uber | ROAD TO THE GRAMMYS

project overview

As the official ride-share partner of the GRAMMY Awards, Uber wanted to use the power of music to foster an emotional connection with their audience. With three broadcast TV spots on the table, and a short timeline to bring it to life,  they came to us to help move the needle. Just like years of hard work goes into becoming a breakthrough GRAMMY “overnight success”, many Uber Drivers drive for Uber as a means of supporting themselves becoming the next breakthrough success. We surprised three Uber Drivers who are aspiring musicians to give rides to GRAMMY nominees Khalid, Julia Michaels, &  Lil Uzi Vert. The musician pairs connected on their music journeys during the course of their rides, and the nominees shared their intimate take on what it takes to become a GRAMMY nominee. Our three films aired during the GRAMMYs and online, receiving a total of 22.57M views. Leading to a positive lift in brand sentiment for Uber across digital & social. The films were also featured by Billboard, US Weekly, MSN, Variety, & Radar Online.