Uber is a well-known brand in many parts of the world. But when Germans want to get from A to B, they'd rather stick to things they are familiar with than book an Uber ride for themselves. How do we change that and make Uber the top-of-mind choice for Germany? 

German behavior is rooted in a universal truth: No matter how uncomfortable things get, they must be done the way they have always been done. No second guessing, no complaining. Just pure stubborness. A behavior so unique it’s worth being studied.

We used the style of a nature documentary to add a layer of humor to beloved transportation habits, rituals and everyday routines. Concluding with the message that Uber is a simple and convenient alternative to German transportation habits. Narrated by the well known voice of Axel Milberg that ads the dramatic composition of a nature documentary.

The German claim “oder aber Uber” (translation: or order Uber), is an oddly redundant way to express an alternative approach to solve a problem. We turned the familiar phrase into a playful invitation to rethink equally automatic mobility habits and consider Uber as an alternative.