Uber: The Hidden Car Crash Wine Label [image]

Credits & Description:

Campaign name: The Hidden Car Crash Wine Label
Registrant: Leo Burnett Moscow
Brand name: Uber
Designer: Sergey Vasyanin
Film production: Ceremony agency
Executive Creative Director: Mikhail Kudashkin
Creative director: Ilya Pryamilov, Vasiliy Gubin
PR director: Responsible for PR of project. Leo Burnett: Irina Kartina, Ksenia Sharapova. Uber: Evgeniya Shipova
Other credits:
Marketing manager Uber: Anastasia Naassan;
Head of communication Uber: Eugenia Shipova
Creative idea explanation: Zero Tolerance to Drinking and Driving law has been adapted and active in Russia for a number of years. However, there are still some bar and restaurant patrons out there, who don't mind to have a drink before they get behind the wheel. Uber is far more than just a taxi service. Our idea – produce a special wine in collaboration with Jean-Jacques wine bar chain. Terrible car crashes scenes are artistically blended into the beautiful vineyard landscapes. In other words, we took a typical for this category wine bottle label and inserted totally contrasting, completely unexpected, shocking imagery.