Erstmal Essen

Uber Eats
art direction
concept

The task:
When Uber Eats entered the packed German market in 2022, smartphones were already full of colorful delivery apps. To still find a way into the hearts and stomachs of Germans, a deeper connection to the local eater needed to be established.

The idea:
No matter what life throws at you, you can always eat – Erstmal Essen (gotta eat first). A simple German saying became a cross-category message that celebrated food as a solution in all situations.

Realization:
Underground rapper “Dilla” delivered the core piece: a hymn to the universal power of food - “Erstmal Essen”. With a music video, the song spread online and had the playlists of the target groups running hot.

Let's eat first.