Taipei 101 NYE
Taipei 101 NYE
At the end of 2019, Whatever and Special Group created a New Year's Eve Countdown Show for Uber Eats on the portrait LED display that covers the façade of the iconic skyscraper Taipei 101. In order to make the most use of Taipei 101's unique shape, the show "Taiwan's Supersize Favourites" revolves around delicious food falling via the display to pile up the full building.
On the food selection, we chose 6 popular and culturally-relevant Uber Eats servings: Bubble Tea, Xiaolongbao, Burgers, Beef Noodles, Sushi, and Cake to give people an understanding of the wide variety of options available at their fingertips. As for art direction, our top priority is to have the food look delicious and photo-realistic. We meticulously pumped up the colors to enhance the excitement, like adding more cheese and green veggies to the burger or pink and yellow tapioca balls to the bubble tea. Meanwhile, we incorporated the global brand look & feel, such as the ripped effect, to create a subliminal brand relevance.
Accompanying the visuals, we crafted the headlines that highlight the brand is in the know of the food culture in Taiwan. The whole show starts with the question "Taiwan, Have You Eaten?", a unique greeting Taiwanese says in lieu of "hello" or "how are you?", then ends with the key message: "Happy New Year." For two full minutes leading up to midnight, the show let viewers enjoyed a rare treat for the eye.
Special Group / Whatever
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