Created by Uber’s in-house creative production team, &Co, and Mekanism’s independent production arm, Sister Studios, the campaign titled, 'Pride Progress' celebrates Uber’s LGBTQ+ community and the power of inclusion.
In honor of the 50th anniversary of Pride, the campaign showcases real Uber driver-partners and couriers from across the globe, including Berlin, Mexico City and New York, as they share their experiences and transport inclusive pride flags across their respective cities in celebration of Pride. Sister Studios identified local directors from the LGBTQ+ community to help showcase each city’s unique personality including Transparent producer Zackary Drucker who directed the New York City segment.
The campaign is running exclusively on social including IGTV, IG Stories, and Facebook.
“For Pride month, we’re celebrating the idea that to go forward, we must go together,” said Lauren Moreno, Creative Director at Uber. “So together with Sister Studios, we captured the personal journeys of drivers, delivery partners, and employees as they brought nine LGBTQIA+ flags to Pride parades in Mexico City, Berlin, and New York City. We’re proud that this campaign embraces inclusion and forward progress, ideas that resonate with all members of the larger Uber community.”