Uber Eats - "Eat First" by PHNX Awards 2023
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| Title | Eat First |
| Brief | The task:When Uber Eats entered the packed German market in 2022, smartphones were already full of colorful delivery apps.To still find a way into the hearts and stomachs of Germans, a deeper connection to the local eater needed to be established.The idea:No matter what life throws at you, you can always eat – Erstmal Essen (gotta eat first). A simple German saying became a cross-category message that celebrated food as a solution in all situations.Realization:Underground rapper |
| Agency | Scholz & Friends Berlin GmbH |
| Campaign | Erstmal Essen (Eat First) |
| Advertiser | Uber Eats |
| Brand | Uber Eats |
| Date of First Broadcast/Publication | 2023 / 4 |
| Business Sector | Internet Sites (Excluding ISPs) / Apps. |
| Story | The task: When Uber Eats entered the packed German market in 2022, smartphones were already full of colorful delivery apps. To still find a way into the hearts and stomachs of Germans, a deeper connection to the local eater needed to be established. The idea: No matter what life throws at you, you can always eat – Erstmal Essen (gotta eat first). A simple German saying became a cross-category message that celebrated food as a solution in all situations. Realization: Underground rapper "Dilla" delivered the core piece: a hymn to the universal power of food - "Erstmal Essen". With a music video, the song spread online and had the playlists of the target groups running hot. |
| Media Type | Music Video |
| Length | |
| Chief Creative Officer | Matthias Spaetgens |
| Executive Creative Director | Robert Krause |
| Client Services Director | Samy Kouatli |
| Creative Director | Robert Krause |
| Creative Director | Jörg Waschescio |
| Creative Director | Nicole Thalheim |
| Art Director | Vinícius Valadão |
| Copywriting | Ilkan Atesöz |
| Copywriting | Alannah Stritch |
| Copywriting | Domenico Klar |
| Copywriting | Philipp Wöhler |
| Strategist | Tatjana Lienz |
| Strategist | Julia Deutschen |
| Art Buyer | Kerstin Mende |
| Producer | Nele Siegl |
| Producer | Alina Resniczek |
| Producer | Agostino de Martino |
| Account Management | Jasmin Haesen |
| Account Management | Daniel Albrecht |
| Account Management | Marino Plath |
| Account Management | Pauline Bostel |