Back in November, Uber Canada, in partnership with MADD Canada, launched a joint fundraising and awareness campaign to remind Canadians of the consequences of impaired driving. The partnership campaign kicked off with a public service announcement delivering the message that no mom should have motherhood taken away and if you’re impaired, to request a safe ride home.
Following up on that initial PSA, now Uber wanted to personally bring the message directly to Canadians. On a cold night in Toronto, Uber Canada offered rides home to bar patrons who were greeted by Shelly. As an Uber driver and mother of three, Shelly shared her personal story of loss that was a result of an impaired driving crash, and thanked riders for finding a safe ride home.
“We felt this powerful message needed a powerful spokesperson. As a mom who’s been affected profoundly by drunk driving, Shelly understands the importance of providing a safe ride home,” said Zak Mroueh, CCO and founder of Zulu Alpha Kilo.
Jessica Edwards of Zulubot directed this short which tells Shelly’s story. The short is being shared on social media by Uber and MADD Canada.
CreditsClient Uber Canada/MADD Canada Agency Zulu Alpha Kilo Zak Mroueh, chief creative officer; Charline Fauche-Simon, Andrea Romanelli, art directors; Angeline Parsons, Jon Taylor, writers; Jaclyn Garfinkle, Pam Portsmouth, producer; Heather Siegel, strategic planner. Production Zulubot Jessica Edwards, director; Marc Milliard, line producer; Devon Burns, DP. Post/Editing Zulubot Jay Baker, editor, compositor/online. Color RedLab Jason Zukoski, colorist. Audio Post Zulubot Dino Cuzzolino, engineer; Jolette Samuel, producer.
Barilla, LePub Navigate Subway Commute To “Togetherness”
On World Pasta Day, October 25, Barilla partnered with the NYC subway to turn its iconic “Spaghetti n°5” pasta boxes into “Togetherness Tickets,” offering free subway rides. At a special Barilla newsstand near Hudson Yards station, commuters could pick up a pasta box that, with a tech insert, worked like a regular subway ticket to open the turnstiles.
More than just a ticket, Barilla’s campaign was an invitation for individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal. According to a global survey commissioned by Barilla in August 2023, 60% of respondents confessed to eating alone more frequently over the past two years, forsaking shared meals for a quick bite on their own.
The primary reason cited for this shift toward solitary dining is busy work schedules. A significant 48% of people surveyed lamented that their working hours kept them from sharing meals with their loved ones, highlighting the impact of our on-the-go lifestyles on quality time spent with family and friends. Additionally, geographical distances from family and friends contributed to the rise of solitary meals, with 37% acknowledging it as a growing obstacle.
Although people are increasingly eating alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals has a positive impact on relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food and more specifically pasta, in fostering better human connections.
Sometimes a friend or family member is just a few subway stops away. So get together and share a pasta meal with a box of Barilla, which also serves as a... Read More