Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life.
Uber is now the new media partner for London Gatwick and to show off this new collaboration, Uber has revealed over 2,500 branded assets at the UK airport. Designed by Mother, the adverts contrast striking photography with tongue-in-cheek jokes about where customers really want to get to.
There's a sculpture's bottom with the text, 'Rome International Airport' and a distinctive Uber line leading to 'Culture and stuff', there's an engagement ring with the text 'Paris CDG Airport' and a line leading to 'Nervous wreck' and there's a freshly inked 'Magaluf2024' tattoo between the words 'Mallorca Airport' and 'Stag do souvenir'.
The adverts were photographed by Nick Meek and are designed to reflect the varied aspirations of passengers and highlight where Uber can take them, in a fun yet meaningful way (fun and meaningful being the sweet spot that many of the“We aimed to connect Uber with London Gatwick’s broad passenger base, and across the airport, in literally thousands of places, there are messages designed to generate a smile," explains Mother's ECD, Martin Rose.
Getting a taxi from the airport is the sort of thing that many travellers are nervous about, so I think making it clear that it's super-easy, and that passengers are"almost there" is a neat way to calm nerves and introduce the idea of getting an Uber – which not all passengers will be familiar with. Overall I think this is another very effective campaign fromDaily design news, reviews, how-tos and more, as picked by the editors.
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