D5in10

Art Direction Program by Droga5

D5in10 is a program run by Droga5 to support and develop diverse talent for future art director roles in the advertising industry. This page presents the practice project I completed for Uber Eats.

Uber Eats allows people to taste cuisine from all over the world from home. Based on this idea, I created a campaign that visualizes how global food can arrive right at your doorstep with just a click.

The campaign centers on the idea of international cuisine access, and I chose to visualize this through familiar travel elements, including boarding passes, luggage tags, and other travel-inspired visuals.

First, we will launch newly outfitted autonomous food delivery robots that look like suitcases. This unexpected visual aims to spark curiosity and generate buzz among passersby.

Second, The traditional delivery vehicle icons in the Uber Eats app will be replaced with airplanes and ships to reinforce the feeling of international food delivery.

Then, We’ll take over billboards near airport luggage carousels to remind travelers they can still enjoy food from the countries they just visited, now through Uber Eats.

Also, Out-of-home ads will appear near food lockers in urban areas, reinforcing the campaign in a relevant, real-world context.

We will introduce new delivery bag receipts in the form of luggage tags and boarding passes, tying back to the travel theme and enhancing the customer’s unboxing experience.

Lastly, to create surprise in neighborhoods, we’ll have Delivery trucks in the shape of luggage drive around neighborhoods to surprise and delight people while handing out free Groupons.