Uber Eats
//Goya No. Gyoza Yes.
//
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Uber Eats goes far beyond food: through the app you can order just about anything. Well, almost anything. And we believe that this ‘almost almost anything’ is exactly the sweet spot. Because while it may seem like being able to order absolutely anything would solve all our problems, the truth is we don’t control everything and sometimes things don’t turn out the way we expect.
Building on the global platform “Get Almost Almost Anything,” we created a brand campaign 100% tailored to the Spanish audience, full of storytelling and cultural references, ranging from the Goya Awards and Goya’s paintings to the infamous failed restoration of the Ecce Homo in Borja, and even the instant classic “Montoya, por favor!”. And to top it off, starring one of Spain’s most beloved and iconic figures: Antonio Banderas.
Uber Eats goes far beyond food: through the app you can order just about anything. Well, almost anything. And we believe that this ‘almost almost anything’ is exactly the sweet spot. Because while it may seem like being able to order absolutely anything would solve all our problems, the truth is we don’t control everything and sometimes things don’t turn out the way we expect.
Building on the global platform “Get Almost Almost Anything,” we created a brand campaign 100% tailored to the Spanish audience, full of storytelling and cultural references, ranging from the Goya Awards and Goya’s paintings to the infamous failed restoration of the Ecce Homo in Borja, and even the instant classic “Montoya, por favor!”. And to top it off, starring one of Spain’s most beloved and iconic figures: Antonio Banderas.
_the main film:
_References to Goya’s Masterpieces:
In addition to Goya’s self-portrait, which naturally takes the role of protagonist in this story, the film also features several easter eggs referencing some of the artist’s most famous works, such as The Dog, Self-Portrait at the Easel, The Burial of the Sardine, The Third of May 1808, and La Maja Desnuda.
What was meant to be just a series of Easter eggs designed to engage the most attentive Goya fans ended up being so talked about by the public during the campaign’s launch week that it became the subject of completely organic content posted on the social media of both the Goya Museum and the Royal Academy of Fine Arts of Spain — the school where Goya studied.
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Goya never stops inspiring. The new campaign from @ubereats_es featuring @antoniobanderas is a true gem: the references to Goya’s universe are so carefully crafted that they breathe new life into his art in a contemporary context. The Aragonese genius continues to prove that his work is timeless and still speaks to our present. Congratulations to @ogilvyes for this magnificent execution.
_the social films:
Shooting with celebrities is always tricky, mainly because time on set is incredibly tight. But that didn’t mean we settled for relying only on cutdowns of the main film for social. Instead, we worked closely with the production team and the client to design a strategy that allowed us to capture extra content. The solution was to ‘stretch’ certain takes to create different narratives and, of course, have a more agile second unit always ready to jump in and film pre-planned pieces whenever the opportunity arose.
_OOH:
To bring the full atmosphere of Goya’s great painting heist to life, we went far beyond traditional formats and turned one of Madrid’s busiest corners into a crime scene, featuring a 3D-applied canvas and fingerprints made with blacklight-reactive paint.
To bring the full atmosphere of Goya’s great painting heist to life, we went far beyond traditional formats and turned one of Madrid’s busiest corners into a crime scene, featuring a 3D-applied canvas and fingerprints made with blacklight-reactive paint.
_Goya Metro Station:
Goya Station is one of the busiest in the Madrid Metro and is home to several of the artist’s works. That’s why, to launch the campaign, we took over the entire station with a variety of striking formats: from fully wrapped corridors to lenticular pieces that revealed the transformation of Goya’s self-portrait into Banderas’ Ecce Homo.
Goya Station is one of the busiest in the Madrid Metro and is home to several of the artist’s works. That’s why, to launch the campaign, we took over the entire station with a variety of striking formats: from fully wrapped corridors to lenticular pieces that revealed the transformation of Goya’s self-portrait into Banderas’ Ecce Homo.
📬 leomarcal87@gmail.com