TONIGHT, I'LL BE EATING WITH KEI & COOKIE

TitleTONIGHT, I'LL BE EATING WITH KEI & COOKIE
BrandUBER EATS
Product / ServiceUBER EATS
CategoryA06. Consumer Services / Business to Business
EntrantSPECIAL GROUP Sydney, AUSTRALIA
Idea Creation SPECIAL GROUP Sydney, AUSTRALIA
Idea Creation 2 ULTRASUPERNEW Tokyo, JAPAN
Production AOI PRO. INC. Akasaka, Tokyo, JAPAN

Credits

Name Company Position
Eileen Cosgrove-Moloney Special Group Team Lead
Tom Martin Special Group Partner & CCO
Julian Schreiber Special Group Partner & CCO

Write a short summary of what happens in the film

To launch Uber Eats’ global award-winning platform ‘Tonight I’ll Be Eating’ in Japan, we recruited tennis superstar Kei, and a comedian with a well-known cult following, Cookie. We invite top model Chi-Ling Lin and legendary rockstar Wu Bai to be the faces of the campaign. The film set is an imaginary glam room of Chi-Ling’s, where the two superstars share beauty tips with each other while ordering their favourite dishes. The social content includes behind-the-scenes footage, hilarious interactions between the two celebrities, and a special food-themed picture drawing game. In this campaign we capitalise on the celebrities’ quirks and public images to feature fun on-camera interactions, impressing Uber Eats’ distinctive brand identity on the audience’s mind. In a time where online food delivery was a relatively new concept in Japan we saw a +30% Lift in Unaided Awareness despite