Every October, Mexico City fills with thousands of people dressed as Catrinas – elegant skeletons whose identical makeup and costumes blur individuality, almost 1,300,000 people dressed the same. This year, Uber Mexico used that very sameness to spotlight one of its most important safety features, the PIN Code, which helps people verify they’re getting into the right car.

During the city’s Catrinas Parade, Wieden+Kennedy Mexico and media agency, OMD, activated a real-time campaign for Uber in which photographer, Diego Flores, captured portraits of parade-goers that were instantly transformed into digital OOH ads displayed along the parade route. The creative twist – on a day when everyone looked the same, Uber reminded people that their rides shouldn’t.

The message was simple yet powerful, “On a day when everyone looks alike, the PIN Code helps you get into the right car.”

“Technology should serve people in their daily lives, and what better way to prove it than through one of Mexico’s most beloved traditions? The Catrinas Parade was the perfect stage to highlight Uber’s unique PIN Code feature, helping millions travel more safely in a way that’s both creative and memorable,” stated Uber Mexico’s marketing team.