Uber Eats · 2025
Uber Eats:Guu
Executive Creative Director · Japan
A Japan-led value platform that reframed discounts as a small, satisfying everyday win: extended into culture with a gyaru-led チョベリグ social saga.
Problem
Discount messaging had lost impact in Japan through overuse and low trust. Uber Eats needed value expression that felt culturally natural, not aggressive or imported.
On social specifically, discount fatigue ran even higher: a price message is the easiest thing to scroll past. The extension needed to earn attention from a younger audience and convert it into real sign-ups, not just another impression.
Solution
Guu: a locally grounded value idea around one clear offer (up to 30% off) and a subtle emotional cue, then SuperGuu: a gyaru's チョベリグ hunger escalating until food arrives by helicopter: built for teaser-launch social consumption.
Results
Strong engagement, a clear sign-up spike tied to the deal, and a repeatable value platform with a social voice competitors couldn't copy.
01: Tennis TVC :30
A small win that feels bigger than it is.
02: Tennis TVC :15
The tennis story cut to fifteen seconds.
03: Bus stop TVC :15
Everyday value at street level.
05: Key visual: spaghetti 9:16
The food itself doing the persuading, built vertical.
06: Key visual: salad
The same motion system, a different plate.
07: Key visual: spaghetti square
Rebuilt square for the feed, not cropped into it.
08: Tokyo Metro MCV
Value carried onto the commute.
10: Super Guu: Launch
Helicopter delivery calms the city.
04: Social cutdown
The campaign rebuilt for a vertical social frame.