Edu Macedo & Leo Marçal . Uber Eats

001 — 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.

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 Self-Portrait at the Easel, The Burial of the Sardine, The Third of May 1808, and La Maja Desnuda.

THE BUZZ

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.

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.

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.