Moving Forward
2017 really was not Uber’s year. Day after day, the company was on the front page of the New York Times for something terrible or irresponsible. As the controversies grew, we got a new CEO, a radical change in direction, and it fell to marketing to reframe the story.
Moving Forward is what I lovingly call “Apology Tour 2018” — it was a massive, company-wide effort, concepted and executed by the in-house creative team.
Spotlighting new features and the people behind them
Moving Forward was built around new features with the aim to make riders feel heard and safer. Additionally, we wanted to highlight that Uber wasn’t the Death Star—it was a company made up of normal people who actually cared. So in parallel, we launched a mini-campaign called Corporate Change, highlighting the people behind the product.
