Uber GREEN
IT'S COMMON SENSE

We moved Aussies to choose Uber's all-electric ride option by reuniting the cast of The Castle for the first time in over 25 years — with zero paid media. In April 2025, Uber Green went fully electric across Australia — at the same price as an UberX. But Aussies were deeply sceptical about EVs, which made up less than 2% of cars on the road, and the topic had become a source of cultural tension between 'petrol heads' and 'greenies'. Any hint of corporate greenwashing would backfire. The brief: drive mass awareness of the new Uber Green with zero paid media budget. We landed on a strategy rooted in Aussie 'Common Sense' — reframing the choice to go electric not as an activist stance, but as the most obviously sensible thing to do. To deliver this, we reunited Michael Caton, Stephen Curry and Anthony Simcoe from The Castle for the first time in over 25 years. The creative twist: we were legally unable to reference the film's characters, quotes, or IP. So we made an ad about not being able to make an ad. The cast's self-aware struggle to avoid their famous lines became the joke, the hook, and the engine of shareability. The hero film was collab-posted with The Betoota Advocate, entering the conversation through Australia's most influential satirical voice rather than a corporate broadcast. Bespoke short-form content, a media launch at Hawke's Brewery, and research-led PR on Australian attitudes to greener living extended the campaign across earned, social and editorial channels. The campaign delivered a 3% increase in completed Uber Green trips in the week following launch — genuine behavioural change with zero paid media. The hero video earned 1.1 million views on social with no paid amplification. The PR strategy landed 448 earned media hits with 863 brand mentions, reaching a possible audience of 33.9 million. 50% of all coverage featured Uber Green brand imagery, embedding the visual identity across every story.