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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

3 38 Tang unverified Crew A Andrew Kan unverified Photography A Ann Lee unverified Producer B Bo Cheng Chen unverified Crew B Bo Jie Lin unverified Crew C Candice Tseng unverified Crew C Caster Wang unverified Producer C Cathy Wang unverified Stylist C Chao Ju Chen unverified Hair & Makeup C Chen Yi Tsai unverified Model C Cherry Chen unverified Producer C Chia Wei Chang unverified Assistant C Ching Tsung Chien unverified Crew C Chloe Shih unverified Producer C Chu Ping Liu unverified Talent C Chung Yu Chen unverified Assistant D DaWen unverified Talent D De Liang Li unverified Crew D Doraemon4 unverified Master E Eden Wu unverified Retoucher E Eggie Huang unverified Writer E Eggrollboys unverified Stylist E Eileen Cosgrove-Moloney unverified Manager E Emily Stewart unverified Director E Emma Fan unverified Crew F Frank Scenic Art Company unverified Painter G Guan Yan Li unverified Crew / Artist H HaoHao Film unverified Equipment H Harry HD unverified Artist H Hsin Chih Wang unverified Artist H Hsu Yuan Chang unverified Assistant H Hsuan Shao Chen unverified Director H Hu Hsuan Wei unverified Lighting H Hung Jiun Lin unverified Photography J James Sexton unverified Director J Jeff Lee unverified Operator J Jimmy Lin unverified Crew J Joe Chen unverified Decorator J Julian Schreiber unverified Director J Jungkuan Dragon unverified Director K Kahou Wong unverified Photography K Kellie Box unverified Director K Kerr Hsu unverified Talent K Kurt Chien unverified Sound L Lily Chan unverified Assistant L Linlaomoo unverified Focus Puller L Lynne Carter unverified Lead M Matilda Treloar unverified Strategist M Meng Che Tsai unverified Crew M Mich Lee unverified Designer M Ming Ji Wu unverified Assistant M Ming Jun Gao unverified Crew N Nana Chang unverified Crew N Nicole Wang unverified Crew P Phoebe Fielding unverified Director P Pipi Su unverified Colorist R Rou Shih unverified Crew R Rubio Liu unverified Photography S Sarah Parris unverified Director S Sheng Ming Team unverified Coordinator S Shika Hsieh unverified Director S Shiny Lee unverified Director S Song Cyuan Ling unverified Crew S Soon Chang unverified Talent S Sujata Chen unverified Manager S Surungi Hohol unverified Director S Susan Huang unverified Coordinator S Sylvia Chen unverified Crew T Taitai wu unverified Casting T Tamara Young unverified Manager T Tank (Yung Yin Chen) unverified Hairstylist T Tea Fan unverified Assistant T Ting Yu Chang unverified Editor T Tom Martin unverified Director T Tony Tu unverified Assistant T Tzu Yu Lin unverified Editor V Visionary Creature Image Company unverified Equipment W Wan Chen Yang unverified Director W Wan Rong Tseng unverified Producer W Wei Fang Yang unverified Producer W Wei Yu Tseng unverified Cinematographer X Xin Zhu Li unverified Crew Y Ya Chu Wu unverified Designer Y Yong Yu Huang unverified Crew Y Yu Hui Wang unverified Decorator Y Yung Chen Hsu unverified Assistant Z Ze Jie Qiu unverified Crew Z Zheng Hao Huang unverified Crew

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