Creativity

Postmates gets your cravings, New Yorkers

Outdoor campaign in NYC will include six weeks of free delivery

By I-Hsien Sherwood. Published on Apr 16, 2018

Editor's Pick

Delivery is a fact of life in the city. Sometimes, there just isn't time to swing by three different bodegas to pick up the right ingredients for dinner. Sometimes, there's no stove in your apartment, and you're cursed with a mini-fridge. So a host of delivery services have sprung up to assist the busy urbanite. Food, booze, laundry, office supplies, medication--it's all available with a few taps on a phone.

The glut of options has set off fierce competition between services, often relying on out-of-home placements on mass transit or crowded walkways. Food delivery app Seamless did it with bright, old-timey illustrations. Postmates--which delivers not just food, but literally anything a person can walk out of a store with--is going in the aesthetically opposite direction.

Simple, single-color billboards and subway ads present knowing nods to New Yorkers' cravings with plenty of local insights. Postmates has partnered with local favorites Halal Guys, by CHLOE., Milk Bar, Shake Shack, Tacombi and The Meatball Shop, name-dropping their tasty offerings. The "We Get It" campaign, originally rolled out in Los Angeles, has been adapted to NYC by Postmates' creative agency of record 180LA (which has at least one copywriter who grew up in the city). Over the next six weeks, the local joints will each offer a week of free delivery, too.

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Credits

Date
Apr 16, 2018
Agency:
180 LA
Client:
Postmates
Director of Brand Marketing:
Lizz Niemeyer
Content and Video Production:
Madeleine Englis
Brand Design Lead:
Robert Maebert
Creative Director:
Mike Bokman
Creative Director:
Jason Rappaport
Senior Copywriter:
Josh Hacohen
Art Director:
David Miller
Copywriter:
Eric Scott
Art Director:
Sarah Romanoff
Copywriter:
Marisa Milisic
Creative Intern:
Caleb Couturie
Senior Art Director:
Shannon Tham
Studio Artist:
Keith Turner
Studio Artist:
Chad Leeper
Print Producer:
Casey Henricks
Print Producer:
Nikole Knak
Executive Producer:
David Emery
Animation:
Luke Cheney
Brand Director:
Brenda Aguilar Schneider
Brand Coordinator:
Marissa Mackel
Strategist:
Cecelia Girr
Director of Business Affairs:
Loretta Zolliecoffer

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