Creativity

We 'Get' Angelenos, Says Delivery App Postmates in Outdoor Push

Campaign by 180 L.A. Includes Insights From Data

By Alexandra Jardine. Published on Jan 24, 2018

Editor's Pick

Postmates, the West Coast-based delivery app, is unveiling an outdoor push throughout Los Angeles that reminds Angelenos that it "gets" their ordering habits--and the stuff they want.

Devised by agency 180LA, the "We Get It" campaign comprises OOH billboards, bus shelters, wild postings and interactive extensions across Los Angeles as well as digital and video extensions. Headlines from the campaign include: "When you're 'vegan' but you're drunk. Carnitas Tacos. We get it"; "When you want to ironically toast the country that secretly controls ours. Vodka. We get it" and "When the breakup was bad, but only 360 calories bad. Halo Top. Postmates. We get it."

Many of the insights based on data: for example, Halo Top is the most ordered item in L..A from Postmates' Fresh Category grocery delivery service. It's the latest example of a company turning its own data into fun creative, following the example of brands such as Spotify.

"'We get it' sets out to demonstrate to the people of Los Angeles not only what Postmates does--literally get you stuff--but also how Postmates gets the city, and the countless reasons why the people in it need the things they need," says Jason Rappaport, creative director at 180LA in a statement. "We've developed more than 50 bespoke executions throughout the city that speak specifically to L.A.'s different neighborhoods, iconic restaurants, food trends, and life situations and that will resonate with the people here. We're taking a fun, tongue-in-cheek run at this city, and if nothing else, it gives the people of L.A. something to look at while driving, other than their phones."

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Credits

Date
Jan 24, 2018
Agency:
180 LA
Client:
Postmates
SVP Brand Marketing & Communications:
Abby Lunardini
Director of Brand Marketing:
Lizz Niemeyer
Content and Video Production:
Madeleine Englis
Brand Design Lead:
Robert Maebert
Executive Creative Director:
Eduardo Marques
Creative Director:
Mike Bokman
Creative Director:
Jason Rappaport
Senior Copywriter:
Josh Hacohen
Senior Art Director:
Karine Grigorian
Senior Art Director:
Rance Randle
Copywriter:
Scott Fish
Art Director:
Vicky Mo
Art Director:
Sarah Romanoff
Copywriter:
Marisa Milisic
Designer:
Ting Teng
Studio Artist:
Tim Galvan
Studio Artist:
Keith Turner
Studio Artist:
Chad Leeper
Creative Operations Director:
Duco Muller
Print Producer:
Casey Henricks
Head of Integrated Production:
Natasha Wellesley
Integrated Production Lead:
Brian Jarmon
Art and Content Producer:
Jason Lau
Animation/Developer:
Rudy Perez
Brand Director:
Brenda Aguilar Schneider
Associate Director:
Rebecca Bowman
Brand Coordinator:
Marissa Mackel
Strategist:
Cecelia Girr
Director of Business Affairs:
Loretta Zolliecoffer
Business Affairs Manager:
Ann Shelton
Media Agency:
MBMG

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