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Uber wanted to lead a thank-you to the NHS, and had no standing to do it, so every creator had to have a verified personal NHS tie.
The problem is documented by somebody with nothing to gain from the agency winning the work.
How we know
Seven creators were chosen for genuine personal ties to the NHS, alongside a Metro cover wrap on 17 December 2020 and a hospital projection.
| Who says so | Aithority, an independent ad tech outlet, confirms the partnership, the seven creators and the reason they were picked. Read it |
|---|---|
| A second source | Aithority, an independent ad-tech news site, confirms the Uber-Takumi #GratefulUK partnership, the seven creators picked for NHS ties, and the Instagram/Twitter plus out-of-home activation. |
| What the agency was asked to do | "We helped Uber drive brand love by spearheading a movement by social media creators and artists to encourage the public to thank the NHS." (Takumi case study) |
| How that happened | Not published. Agency-brand collaboration confirmed via joint press release, but no source states how Takumi was selected (pitch, referral, prior relationship, etc). |
| How long it took | Campaign is dated to Christmas 2020: the Metro newspaper cover wrap ran Thursday 17th December 2020, and Uber's associated NHS/HSC ride and Uber Eats meal offer ran 23-27 December 2020. No pitch length or contract-award date found. |
| Recorded as | Uber (#Grateful) |
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