Forsman & Bodenfors’ new Uber film shows the absurdity of traffic in Asia’s biggest cities
Uber is highlighting the absurdity of the traffic situation in Asia’s biggest cities as part of its first ever brand purpose campaign.
Using cardboard boxes to represent cars, the film humorously shows the reality of how people get around currently and ends with images of a city being overrun by boxes. The film was shot on the streets of Bangkok with around 200 extras, the soundtrack is “Bare Necessities” from the 1967 Disney film “The Jungle Book”.
The film is a reminder of just how serious the traffic crisis enveloping our cities is becoming. Uber-commissioned research show that people in Asia are stuck in congestion for 52 minutes every day, in addition to the 26 minutes they spend trying to find parking spots. Forty three percent of millennials are considering getting rid of their cars all together.
Ridesharing companies like Uber are part of the solution to traffic congestion because they can create a viable alternative to private car ownership by giving people access to an affordable, reliable and safe ride. Together with good public transit, they make it easier for cities to move to a car-lite future.
“We use boxes as a way to dramatize the traffic situation and highlight some of the funny, absurd and occasionally annoying situations that we face on daily basis in traffic,” said Esh Ponnadurai, Marketing Director, Uber, Asia Pacific. “We also hint at the need for solution, of which ridesharing plays an important role.”
Credits –
Account Director – Alison Arnold
Account Manager – Helen Johansson
Account Supervisor: Sanna Fagring
Art Director – John Bergdahl
Copywriter – Jacob Nelson, Rikke Jacobsen
PR-strategist – Bjarne Darwall
Designer – Emelie Lindquist, Johan Fredriksson
Planner – Tobias Nordström, Leo Bovaller
Agency Producer, film – Alexander Blidner
Music Supervisor – Jenny Ring
Director – Adam Berg
Executive Producer – Johan Lindström
Producer – Ben Croker
Production Manager – Kate Wynborne
Director of Photography – Mattias Rudh
First Assistant Director – Tony Fernandez
Grade – Mark Gethin | MPC Los Angeles
Editor – Paul Hardcastle | TRIM
VFX – Swiss
Post Production Supervisor – Leo Wilk
Sound Design – Redpipe | Joakim Kristensen
Production Company – INDIO
Activation Strategy & Orchestration – Mano Copenhagen
Distribution Partner – Oath
Uber:
Advertisers Supervisor: Eshan Ponnadurai, Marketing Director APAC
Advertisers Supervisor: Kunal Gupta, Lead, Rider Marketing APAC