August, 2026
DIRECTOR: 殷振豪 Yin Chen-Hao
TALENT: 蔡依林 Jolin TsaiRelax, you Are with Uber
安啦 有 Uber 在
Business Challenge
Despite being Taiwan's leading e-hail platform, Uber faced intensifying market competition and relatively low category penetration compared to other APAC regions. The core objective was to drive both category adoption and brand consideration by launching Uber's first platform-level campaign, ultimately deepening brand affinity among consumers still habituated to traditional street-hailing.
Strategic Insight & Creative Concept
To tap into the target audience's desire for control, we positioned Uber’s reliability as the ultimate antidote to commuting anxiety. We brought this to life by personifying the uncontrollable nature of street-hailing through familiar Taiwanese idioms, illustrating the absurd consequences of not making it on time. By reinforcing the core message that “With Uber, you can count on getting a ride when you need one. So relax, your Uber is just 3 mins away.”, we grounded the narrative in culturally resonant scenarios:
Taiwan’s Cinderella, Jolin Tsai, turns into her album icon, Medusa, for missing her non-negotiable 9:30 PM bedtime.
Travelers turn into pigeons for “releasing pigeons” (flaking) at their next appointment.
Office workers become pigs for being the “pig teammate” who holds everyone back.
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Lead Agency Campaign Lead
Tier-S Talent Management: Managed high-level coordination and strategic alignment for A-list talent (Jolin Tsai), ensuring her public persona integrated seamlessly with Uber’s overarching messaging to maximize creative synergy.
International Cross-Functional Governance: Directed end-to-end campaign execution and alignment across a complex matrix of internal teams (creative, strategy, production, procurement) and external agency partners (PR, media, social).
Commercial & Operations Leadership: Orchestrated the financial framework, complex production timelines, and resource allocation to deliver this inaugural, large-scale brand campaign.
