Uber X SALAH
With you till the final destination
Despite most brands over-using the football star Mohamed Salah, Uber capitalized on his popularity to be controversial and visually bold. We used language that linked to the brand’s function, as well as creating memorable phrases that Egyptians used to express their sentiments about the star online. The brand launched a day before the champion’s league final, which gave the audience an impressive dynamic piece of content to support Salah. The film’s impressive visual execution and choice of director who has worked with other international stars Neymar and Messi was new to his Egyptian fans which gave them more of a sense of pride.