Tom Martin

Whatever Taipei produced Uber Eats Taiwan’s annual branding campaign, “Get Almost Almost Anything,” in collaboration with Special Group. Through TV commercials, out-of-home advertising, social content, and more, the campaign highlighted Uber Eats’ ability to deliver a wide range of items and emphasized its evolution from a food delivery platform into a comprehensive delivery platform. In the promotional film, Hebe Tien, Aaron Yan, Jesse Tang, Ray Du, and Crown Du were invited to humorously portray how Uber Eats can solve all kinds of needs—not just food, but also items like flashlights, memory cards, and even a lucky charm for the day. At the launch of the campaign, a limited-time OOH scavenger hunt was held across major cities, where participants searched for serial numbers for special offers hidden within long disclaimers on large Uber Eats billboards. A series of social content, including interactive games, was also rolled out to reinforce the brand message and bring smiles to people’s faces.

Whatever Taipei and Special Group planned and produced “Never Eat Dirt Again,” a membership program spanning Uber and Uber Eats for Uber One. In Taiwan, people often use the local phrase “我要吃土了！” (“I’m going to have to eat dirt!”) as a self-deprecating way to describe running out of money before payday. In the “Never Eat Dirt Again” campaign, this expression was brought to life visually, humorously showing that by using Uber One and saving money, there would be no need to “eat dirt” anymore. In the short film, dirt spills out of refrigerators, microwave ovens, rice cookers, kitchen cabinets, and cereal boxes, portraying a humorous scenario in which someone is just one step away from “eating dirt,” while also expressing how Uber One helps users save money through benefits such as free delivery and 5% off rides. The campaign also used out-of-home (OOH) ads that compared dishes made with dirt to popular food items, highlighting the advantages of Uber One through the contrast between the two. In addition, a special collaboration was realized with Jianguo Holiday Flower Market, the largest flower market in Taipei. “Don’t eat dirt” signs were placed in the venue’s flower pots, and similar stickers were attached to bags of gardening soil, earning great praise from gardening enthusiasts. Visitors could also scan the promotional codes printed on the signs and stickers to receive special offers. Following the “Never Eat Dirt Again” campaign, Uber One membership grew dramatically. The campaign successfully established Uber One as a highly cost-effective service.

Whatever Taipei, together with Special Group, created an animated promotion for the subscription service “Uber One” for Uber Taiwan and Uber Eats Taiwan. Using vivid colors and a playful rhythm, the animation cleverly incorporates the number “1” while introducing the benefits of Uber One. Each point is given a playful touch, with its naming also expressed in a way that leaves a strong impression.

We planned and produced Uber Eats Taiwan’s annual campaign, “Foods & Goods. Like That!”, together with Special Group Australia and Whatever Taipei. In 2022, we brought together Taiwanese celebrity host Dee Hsu and rapper E.SO as a duo, and created a series centered on themes such as tattoos, boxing, and graffiti. The scenes include moments that spark laughter, such as violently piercing the lid of a bubble tea with a straw, while food puns also drew attention, expressing a witty sense of humor. Through the duo’s fast-paced exchanges, we strongly conveyed the convenience of Uber Eats.

A TV commercial and outdoor advertising campaign for Uber Eats Taiwan’s global marketing platform, “Groceries. Like that!” Following the 2020 teaser movie, we planned and produced the TV commercial and outdoor advertising campaign for Uber Eats Taiwan’s global marketing platform, “Groceries. Like that!” together with Special Group. By depicting the lives of various people—such as those living with pets, a new dad, and a millennial couple watching Korean dramas—we expressed Uber Eats’ extensive selection and fast on-demand delivery service.

We planned and produced a teaser film for a global campaign with Special Group Australia, proposing a new way of grocery delivery service for Uber Eats Taiwan. In this global campaign film, scenarios unfold that reflect the lives and needs of consumers around the world, showing how Uber Eats magically solves every kind of request from consumers. By expressing the unique qualities of an on-demand delivery service that combines speed and convenience, we faithfully recreated Uber Eats’ smart and humorous style and visuals.

In collaboration with Special Group Australia, we planned and produced new TV commercials, out-of-home advertising, and social media content for Uber Eats Taiwan’s 2020 campaign, “Tonight, I’m having…”. For this campaign, we featured Taiwan’s top model Chi-Ling Lin and legendary rock star Wu Bai, creating scenes in which the two share their beauty secrets while enjoying their favorite meals in Chi-Ling Lin’s glamorous dressing room. The social content also includes behind-the-scenes footage and a food-themed drawing game. By combining celebrities’ habits and public image with humor, the campaign expresses Uber Eats’ brand identity.

Together with Special Group, we planned and produced the TV commercial, outdoor advertising, and social media content for Uber Eats Taiwan’s “Tonight, I’ll be eating” campaign. We were also responsible for developing the concept for the visuals shown at the Taipei 101 New Year countdown show on New Year’s Eve 2019.