Creativity

Use This Breathalyzer and Uber Will Drive You Home for Free

Transport Service Offers a Roadside Breathalyzer and Free Rides to the Intoxicated in Canada

Published on Apr 08, 2015

Editor's Pick

Uber has a new tactic to prevent drinking and driving: give people the opportunity to self-breathalyze and offer them a free ride home.

"Uber Safe," a Canadian campaign created out of Rethink aiming to keep intoxicated people off the road, offered a roadside breathalyzer to people out drinking after midnight, the time when drunk driving triples. Custom-built out of design studio Stacklab, the machine was stocked with disposable straws and used an app that reveals your blood alcohol level after six seconds of blowing.

"We want to ensure a safe, reliable and affordable ride home is available to everybody, especially late at night when drunk driving is most common and can be avoided," Ian Black, Uber Toronto's General Manager said in a press release.

Using the breathalyzer was a win-win: participants received a free ride home whether they passed or failed the test.

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About

Credits

Date
Apr 08, 2015
Agency:
Rethink
Client:
Uber
Creative Director:
Aaron Starkman
Creative Director:
Dre Labre
Creative Director:
Chris Staples
Creative Director:
Ian Grais
Art Director:
Simon Au
Writer:
Francesco Grandi
Broadcast Producer (In House):
Vanessa Birze
Interactive Producer (In House):
Narine Artinian
Interactive Producer (In House):
Todd Harrison
Interactive Designer:
Alex Fleming
Content Strategist:
Leah Gregg
Build:
Stacklab
Technologist:
Brent Marshall, Eightlines
Production Company:
Someplace Nice
Director:
Sean McBride
Director of Photography:
Sean McBride
Executive Producer:
Estelle Weir
Line Producer:
Taryn Mueller
Post Production House:
Fort York VFX
Editor:
Joey Whitelaw, Rooster
Audio House:
Keen Music
Composer:
Cat Calinescu
Producer (Audio House):
Matt Redman

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