The brief was to launch Uber One in the UK, and drive awareness of what it is and its benefits. Other markets had struggled to land launch campaigns due to confusion around the savings offering.

We resisted the solution of making a campaign about savings benefits and decided to reframe the offering as a membership that was for anyone who eats food and goes places - a membership that was exclusively for everyone. In doing so, we launched Uber One with utter clarity. The goal was to reach 1.6 million members by the end of 2023, we hit 1.9 million months ahead of target.

The casting process involved a lot of desk research, rather than auditions! The script created a brief for two actors of different stature but we needed both to be recognisable to a UK audience. One iconic Hollywood star and a second, up-and-coming, British actor who could play an awkward and adoring role. Finding a driver to deliver the line about cats was also tricky as we wanted someone who radiated a kind of vulnerability.