Overview
At the end of a long work day, study session, or social gathering, people mentally sign off much before they physically get home. The emotional disconnect between being "done" and still needing to get somewhere creates friction, fatigue, and unnecessary stress. The challenge is to help people end their day mentally when they choose, not when they finally walk through the door.
Insight
The day ends in your mind before it ends in your body. So the moment of relief matters more than the moment of arrival.
Big Idea
Call It A Day — Call an Uber.
Reposition Uber as the emotional “off switch” at the end of the day.
Reposition Uber as the emotional “off switch” at the end of the day.
Creative Strategy & Execution
Visually, calming, decompression-led environments that signal relief through warm lighting, soft textures, and rounded forms. Verbally, the campaign uses short, validating lines that match the tone of mental release, acknowledging exhaustion without cynicism. Together, the visuals and language create a ritual moment of “calling it a day” before the ride even begins, repositioning Uber from a utility to a psychological finish line.
Digital Video Spot
A quiet, cinematic decompression moment crafted from curated stock footage and mellow jazz. The art direction focuses on warm tones, tight framing, and half-time speed to emulate the emotional release of ending the day. Minimal typography does the storytelling: as the laptop closes, validating lines appear, leading into “Call it a day” and resolving into “Call an Uber,” with the held “Call” creating a visual and conceptual bridge. A slow fade to black reinforces the exhale. Through sound, copy, and mood, the spot reframes a ride home as permission to stop and breathe.
OOH
This project taught me how to turn an institutional challenge into an emotional opportunity. It showed that engagement isn’t about volume, but resonance, by meeting students where they are and proving that even traditional experiences like classical music can feel essential when presented with empathy and intention.
Social Media
This project taught me how to turn an institutional challenge into an emotional opportunity. It showed that engagement isn’t about volume, but resonance, by meeting students where they are and proving that even traditional experiences like classical music can feel essential when presented with empathy and intention.
