Commuting in NYC during the summer is as much work as work itself. In an attempt to help New Yorkers escape the crowded subway platforms and scorching blacktop and encourage Uber Pool trial among a target we had yet to reach, we launched $5 rides. 

As the first big brand campaign for Uber NYC, it manifested as a large-scale, OOH takeover. The placements strategically targeted New Yorkers when they were thinking about their sweaty, summer commute the most and made them aware of a cooler, more refreshing, and economical alternative. 

Though the budget for media was mighty, the budget for creative was anything but. To accomplish our vision while staying within business limitations, we shot all of the art practically and at small scale—proving you can still dream big, you just need to get your hands a little dirty, or wet in this case.