Special’s Hong Kong campaign for Uber is appealingly funny because it’s real. All the agency had to do was add a tiny touch of hyperbole to remind people how difficult it is to hail a taxi in the city. Even funnier, renowned martial arts actor, Louis Koo, is the unflurried commuter, watching the maelstrom because he has booked an Uber.
The campaign also cleverly plays on the double meaning of Kung Fu, which in Cantonese also means effort. A full-scale Kung Fu-style standoff becomes a fitting metaphor for the struggle of searching for a taxi, while Louis smoothly navigates through the chaos to his e-hailed Uber Taxi, effortlessly bypassing the struggle entirely.
The campaign was teased on Louis’s social media, where he announced he was saying goodbye to Kung Fu for good…only to reveal that it was the wasted effort of searching for a taxi he was leaving behind.
The campaign also gains attention from a current film trend. Special creative directors, Sarah Parris & Dan O’Connell, explained, “Martial arts films are experiencing a bit of a renaissance in Hong Kong cinema at the moment, and we wanted to make something that felt true to the genre. Working with one of the best directors in the region, Adam Liu, and a bona fide legend of the Hong Kong film industry, Louis Koo, was great. They made the project as easy as e-hailing with Uber.”
Special, worked with local partner and Kung Fu specialist director, Adam Liu, and stunt coordinator, Jack Wong, to ensure authentic representation of martial arts in the campaign.
Special managing director, Lauren Portelli, stated, “Bringing together a hybrid team of our Australian brains trust, with incredible local partners, helped us create an idea that truly felt Hong Kong. Filmed in the heart of Causeway Bay, we were able to capture how easily Uber Taxi lets you bypass the obstacles of street hailing, getting you where you need to go.”
Uber Taxi head of marketing, Toga Leung, noted, With over a decade of experience in Hong Kong, we understand the unique challenges residents face while travelling— challenges that often require their own form of Kung Fu. “
The full campaign covers TV, online, Social and OOH and is supported by a promotional campaign that will give away HK$1,000,000 of discounts on promotional cards, on the streets of Hong Kong.
Credits
Client: Uber Taxi
Director of Marketing, APAC: Andy Morley
Head of Marketing, Hong Kong: Toga Leung
Marketing Manager, Hong Kong: Charmaine Wu
Senior Marketing Executive: Venus To
Creative Director, APAC: Adam Ledbury
Brand Strategy Lead, APAC: Dan Palise
Lead Creative Agency: Special
Partners & CEOs: Lindsey Evans & Cade Heyde
Partners & CCOs: Julian Schreiber & Tom Martin
Creative Directors: Sarah Parris & Dan O’Connell
Creatives: Tim Seddon & Gene Brutty (Imagine If Labs)
Social Creative: Khiang Tan (WowWowTank)
Managing Director: Lauren Portelli
Team Lead: Erin Stace
Business Director: Megan McIntosh & Adam Reeves
Business Manager: Howan Tong
Group Strategy Director: Celia Garforth
Strategy Director: Phoebe Fielding
Creative & Production Partner: Omelette
Creative Directors & Founders: Vivian Fung & Charles Hau
Producer: Peggy Mok
Line Producer: Benny Fung
Talent Manager: Fiona Lam
Production Company: The Future Prtoduction
Director: Adam Liu
Executive Producer: Benny Fung
Line Producer: Pat Lui
Co-Producer: Joseph Mak
Producer: Will Ke & Roy Ran
DoP: Zhongqiang Liang
Production Designers: Zhifeng Du & Beilin Liang
Action Director: Jack Wong
1st Assistant Director: Bernie Chiu
Offline Editor: Yang Song
Online Editor: Glint Post
Grade: Yao Colorgrading
Sound Design & Mix: 20k-Miles & Light Club Multimedia Limited
Social Director & Production Director: Ben Sum
Executive Producer: Dicky Wu
Producer: Ziva
Director of Photography: Hung
Post-production: Light Club Multimedia Limited
Producer: Fanny Editor: Denise
Online: Marcus
Grade: Kwun Wong
Audio Mixing: Bear
Stills Production: Workhouse
KV Photographer: Lawrence Ng
KV Producer: Even Yeung
BTS & Social Photo
Production House: INGWORKSTUDIO
Photographer: Issa Ng
Media Agency: EssenceMediacom
PR Agency: Golin
