Cannes Contenders: Special Group, Sydney

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How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…

Uber Eats: Uber Eats AO Ambush
Special Group, Sydney
The Australian Open is the broadcast opportunity of the year in Australia, as every year its viewership grows and grows. It is Australia’s Superbowl from the perspective. However, the result it is inundated with sponsors and people vying to grab hold of this media moment. It’s at a point that people completely tune out of the repetition of sponsors and just start paying attention when the Tennis returns. But Uber Eats cleverly realised they could stand out from this crowd and grab the attention of the audience – by blending perfectly in. The idea was simple – Make people watching the Australian Open broadcast, utterly believe they were returning to the tennis, only to have it suddenly out of nowhere turn into a dinner order for Uber eats by the players, the tennis officials, even the camera operators, exactly when they least expect it. This wasn’t an attempt to be similar to the tennis, this was an attempt to be absolutely identical to the Tennis, down to the same pauses in action, camera work, sounds, graphics – even the over exposure of all the other sponsors branding you continually see.