Background
The unemployment rate among young adults in Sweden reached 31% due to the Covid-19 pandemic. And as Uber wasn't considered as a youth employer at the time, we were tasked to create a recruiting campaign for Uber that targets this specific group.

Insight:
Role-playing in Grand Theft Auto became extremely popular during the pandemic, and many spent hours driving and handling traffic everyday.

The Big Idea
We made the preparatory UberAcademy course into in-game missions, communicating it through in-game billboards, streamer-collaborations and YouTube pre-rolls. Making use of the five star-rating that’s present in both worlds.