In Japan, delivery partners are often seen as a nuisance rather than professionals.
This perception damages Uber’s reputation in a culture where respect is essential.
So we created Uber Cares: a communications platform to highlight the human side of delivery.
Through authentic stories of five partners, their struggles, pride, and resilience.
So, we revealed what really happens behind each order. Subtle, humane, and honest,
the campaign reframed delivery not just as a service, but as a reflection of community values.

Role: Concept, Art Direction, Copy.