Carnival, pandemic era. We didn’t have street parties, but we had #UberAtTheAvenue.
#UberAtTheAvenue PART 1
#UberAtTheAvenue PART 1I
For the second year in a row, Brazilians spent the moment that everyone was so eagerly expecting to arrive… at home. Due to the growth in the Covid-19 cases and its Omicron variant, our traditional Street Carnival has been suspended — again.
So we decided to offer a surprise for our users, bringing a message of joy and hope - without ever giving up safety and responsibility - inspired by the recent “Famous Rides” hit, released during the last Halloween in the USA.
But with the original Brazilian swing.
During the Carnival period, we surprised the residents from two of the most traditional Brazilian cities (Rio de Janeiro and Salvador) with incredible cars themed and inspired by the Brazilian Carnival, known as the most famous popular party in the world. These Carnival Ubers (the "Glitter-mobile" and the "Leopard-mobile") accepted the trips requested by those who would initially imagine just getting around the city… and won an incredible - and more than safe - surprise Carnival ride.
This entire experience was captured on video by our team and turned into content and entertainment shared on Uber’s proprietary channels and also on our guest influencers’ pages, boosting the #UberNaAvenida (#UberAtTheAvenue) message and the safe, healthy and fun Carnival that the brand offered to its community.
Our 🔥 squad of Creators
After all, we still haven't had the Carnival we were waiting for, but Uber had the chance to - through the Carnival’s magic - rescue the joy that remains alive in every Brazilian.
So… if you're going to enjoy the Carnival, let it be with responsibility.
That's why we enjoyed Carnival in Uber Mode.
Credits: Debora, Mirela, Isa, Vitor, Conde, Allan, João, Ande, Rafa, Renata, Karla, Evelyn, Van, Babi, Dani, Paty, Mau (@ A-LAB). Matheus, Clara, Danilo, Fabinho, Lu (@ Uber). Cainã and team (@ Piramide Movies).
My Role: Head of Creative (Creative Director, Copywriter, Screenwriter, concept adaptation from the “Famous Rides” US activation to the BR culture and context).
