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Uber One「Never Eat Dirt Again」

2023

00:00:30
Uber One「Never Eat Dirt Again」
Client　Uber Eats Taiwan
Creative Agency　Whatever Taipei
Creative Agency　Special Group
Film Production　inJECT Inspiration

Creative Director　Shiny Lee
Designer　Mich Lee
Copywriter　Eggie Huang
Account Director　Shika Hsieh
Producer　Cherry Chen
CCO　Tom Martin (Special Group)
CCO　Julian Schreiber (Special Group)
Creative Director　James Sexton (Special Group)
Creative Director　Sarah Parris (Special Group)
General Manager　Eileen Cosgrove-Moloney (Special Group)
Team Lead　Lynne Carter (Special Group)
Business Director　Surungi Hohol (Special Group)
Business Manager　Tamara Young (Special Group)
Planning Director　Kellie Box (Special Group)
Planning Director　Phoebe Fielding (Special Group)
Senior Strategist　Matilda Treloar (Special Group)
Casting Director　Emily Stewart (Special Group)
Local Casting Support　Susan Huang (Special Group)

Film
Film Director　Jungkuan Dragon
Executive Producer　Caster Wang
Executive Producer　Chloe Shih
Director Assistant　Lily Chan
Producer　Ann Lee
Line Producer　Wan Rong Tseng
Line Producer　Wei Fang Yang
Production Crew　Rou Shih
Production Crew　38 Tang
Production Crew　Yong Yu Huang
Production Crew　Sylvia Chen
Production Crew　Emma Fan
Production Crew　Nicole Wang
Production Crew　Ming Jun Gao
Production Crew　Candice Tseng
Director of Photography　Wei Yu Tseng
Focus Puller　Linlaomoo
Camera Team　Ze Jie Qiu
Camera Team　Ching Tsung Chien
Camera Team　Meng Che Tsai
Camera Team　Song Cyuan Ling
Gaffer　Hu Hsuan Wei
Best Boy　Jimmy Lin
Best Boy　Bo Cheng Chen
Best Boy　De Liang Li
Best Boy　Bo Jie Lin
Best Boy　Guan Yan Li
Best Boy　Xin Zhu Li
Best Boy　Nana Chang
Best Boy　Zheng Hao Huang
Camera Support Equipment　Sheng Ming Team
Art Director　Hsuan Shao Chen
Set Decorator　Yu Hui Wang
Set Decorator　Joe Chen
Assistant Art Director　Wan Chen Yang
Graphic Design　Ya Chu Wu
Scenic Painter　Frank Scenic Art Company
Prop Master　Doraemon4
Art PA　Ming Ji Wu
Art PA　Tea Fan
Art PA　Hsu Yuan Chang
Art PA　Chia Wei Chang
Art PA　Tony Tu
Art PA　Chung Yu Chen
Loaction Sound mixer　Kurt Chien
Boom Operator　Jeff Lee
Casting　Taitai wu
Hand Model　Chen Yi Tsai
Talent　Chu Ping Liu
Talent　Soon Chang
Talent　DaWen
Talent　Kerr Hsu
Stylist　Eggrollboys
Make-up　Chao Ju Chen
Hairstylist　Tank (Yung Yin Chen)
Make-up & Hairstylist Assistant　Yung Chen Hsu
Storyboard Artist　Hsin Chih Wang
Editor　Ting Yu Chang
Editor　Tzu Yu Lin
Lighting Equipment　Visionary Creature Image Company
Lighting Equipment　Arrow Studio
Camera Equipment　HaoHao Film
Studio　Arrow Studio
Lead Food Stylist　Cathy Wang
Colourist　Pipi Su (TimeLine Studio)
Online Artist　Harry HD
Online Artist　Guan Yang Lin
Producer　Ann Lee
Executive Producer　Caster Wang
Executive Producer　Chloe Shih
Sound　YourOwn Studio

Key Visual　
Photographer　Andrew Kan
Project Manager　Sujata Chen
Asst. Photographer　Rubio Liu
Asst. Photographer　Kahou Wong
Asst. Photographer　Hung Jiun Lin
Retoucher　Eden Wu (Didigo Studio)
©Uber Eats
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.

People

S Shiny Lee unverified Creative Director M Mich Lee unverified Designer E Eggie Huang unverified Copywriter S Shika Hsieh unverified Account Director C Cherry Chen unverified Producer T Tom Martin unverified CCO J Julian Schreiber unverified CCO J James Sexton unverified Creative Director S Sarah Parris unverified Creative Director E Eileen Cosgrove-Moloney unverified General Manager L Lynne Carter unverified Team Lead S Surungi Hohol unverified Business Director T Tamara Young unverified Business Manager K Kellie Box unverified Planning Director P Phoebe Fielding unverified Planning Director M Matilda Treloar unverified Strategist E Emily Stewart unverified Casting Director S Susan Huang unverified Casting Support J Jungkuan Dragon unverified Director C Caster Wang unverified Producer C Chloe Shih unverified Producer L Lily Chan unverified Assistant Director A Ann Lee unverified Producer W Wan Rong Tseng unverified Producer W Wei Fang Yang unverified Producer R Rou Shih unverified Production Crew 3 38 Tang unverified Production Crew Y Yong Yu Huang unverified Production Crew S Sylvia Chen unverified Production Crew E Emma Fan unverified Production Crew N Nicole Wang unverified Production Crew M Ming Jun Gao unverified Production Crew C Candice Tseng unverified Production Crew W Wei Yu Tseng unverified Cinematographer L Linlaomoo unverified Focus Puller Z Ze Jie Qiu unverified Camera Team C Ching Tsung Chien unverified Camera Team M Meng Che Tsai unverified Camera Team S Song Cyuan Ling unverified Camera Team H Hu Hsuan Wei unverified Lighting J Jimmy Lin unverified Best Boy B Bo Cheng Chen unverified Best Boy D De Liang Li unverified Best Boy B Bo Jie Lin unverified Best Boy G Guan Yan Li unverified Best Boy X Xin Zhu Li unverified Best Boy N Nana Chang unverified Best Boy Z Zheng Hao Huang unverified Best Boy H Hsuan Shao Chen unverified Art Director Y Yu Hui Wang unverified Set Decorator J Joe Chen unverified Set Decorator W Wan Chen Yang unverified Assistant Art Director Y Ya Chu Wu unverified Graphic Design M Ming Ji Wu unverified Art PA T Tea Fan unverified Art PA H Hsu Yuan Chang unverified Art PA C Chia Wei Chang unverified Art PA T Tony Tu unverified Art PA C Chung Yu Chen unverified Art PA K Kurt Chien unverified Sound Mixer J Jeff Lee unverified Boom Operator T Taitai wu unverified Casting C Chen Yi Tsai unverified Hand Model C Chu Ping Liu unverified Talent S Soon Chang unverified Talent D DaWen unverified Talent K Kerr Hsu unverified Talent E Eggrollboys unverified Stylist C Chao Ju Chen unverified Make-up T Tank unverified Hairstylist Y Yung Yin Chen unverified Hairstylist Y Yung Chen Hsu unverified Make-up / Hairstylist Assistant H Hsin Chih Wang unverified Storyboard Artist T Ting Yu Chang unverified Editor T Tzu Yu Lin unverified Editor C Cathy Wang unverified Stylist P Pipi Su unverified Colorist H Harry HD unverified Online Artist G Guan Yang Lin unverified Online Artist A Andrew Kan unverified Photographer S Sujata Chen unverified Project Manager R Rubio Liu unverified Assistant Photographer K Kahou Wong unverified Assistant Photographer H Hung Jiun Lin unverified Assistant Photographer E Eden Wu unverified Retoucher

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