Selling Sunset’s Chrishell Stause stars in Uber campaign
Uber has wrapped its 2024 Red Cross Clothing Drive campaign, which features the star of Netflix’s Selling Sunset, Chrishell Stause.
Driving quality donations for the cause, the earned and social campaign resulted in over 80,000kgs of donations across the country.
Stause took on the role of ‘professional selling expert’ in the campaign, encouraging Aussies to donate – not sell – their unused outfits this year. Given her, and her co-stars, reputation for donning highly impractical and expensive outfits in the television show, the creative has been described as “particularly poignant”.
Local research commissioned as part of the campaign revealed that Stause is not that different to the majority (84%) of Aussies, who currently own over $20 billion worth of perfectly usable clothing sitting untouched in their wardrobes.
“In it’s sixth year now, Uber’s annual Clothing Drive for Australian Red Cross has a strong legacy, and the quantity of donations this campaign drives every year is just phenomenal,” said Nicole Bardsley, head of marketing for Uber ANZ.
“We’re proud to be able to use our tech for good, but this year we wanted to take things a step further by encouraging Australians not just to donate quantity – but quality too. People often sell their quality clothes, which means charities like Red Cross are left with lower quality, harder-to-resell donations.”
Of the campaign, Bardsley said: “Chrishell was the perfect ambassador to communicate that message for us – she has an authentic connection to the cause and a wardrobe filled with high quality clothes ready to be donated. Plus her rising cultural cachet in Australia has earned this campaign the attention it deserves.”
Director of marketing and comms at Australian Red Cross, Kira Reed, added: “The success of this Clothing Drive goes beyond the numbers; it signifies a collective commitment to supporting communities in need.
“We are grateful for the multi-year partnership with Uber that has allowed us to reach new heights and make a significant difference. The Australian community is a generous one, and despite cost of living placing constraints on some people’s ability to financially donate, they’ve dug deep and their pre-loved clothes will now contribute to successfully helping those in need.”
The integrated campaign was led by Poem, alongside Hello Social and EssenceMediacom.
“We recognised the importance of this legacy campaign, we needed a strategic concept that would not just capture the attention of Australia, but more importantly, change the way Aussies donate to the Red Cross,” Katie Raleigh, managing partner at Poem, said.
“Uber is synonymous with choosing culturally-relevant talent and approached us with an ambitious goal to repeat success again, but with an earned-first approach at the heart of the idea. Our team was dedicated to uncover a talent that was connected to Australian culture but also related to a ‘donate better’ attitude and had their own authentic story to tell which allowed us to leverage across earned, owned and paid channels effectively.”
As a final touch on the campaign, Stause is donating – not selling – some of her own iconic clothing from the television show, which are now available at Red Cross stories Australia-wide.
The funds raised from the Clothing Drive will support vulnerable Australian communities impacts by the cost-of-living crisis and national disasters.
Credits:
Client: Uber
Director of Marketing, APAC: Andy Morley
Head of Marketing, ANZ: Nicole Bardsley
Marketing Manager, ANZ: Sally Luff
PR & Communications Lead, ANZ: Claire McAdam
Project Manager: Anna Viney
Social Media Lead, ANZ: Chanelle Murray
Social Media Associate ANZ: Haley Evirgen
Creative Director, APAC: Adam Ledbury
Marketing Manager – Influencers, Dan Greenberg
Client: Australian Red Cross
Director of Marketing & Communications: Kira Reed
Marketing Manager, Catherine Frohlich
Head of Marketing, Partnerships and Philanthropy: Natalia Meyer
Senior Manager, Social, Media & External Engagement: Lilly Ward
Strategy, Creative & Publicity: Poem
Founder: Rob Lowe
Managing Partner: Katie Raleigh
General Manager: Rhania Farah
Creative Director: Jessica Cluff
Executive Director, Strategy & Social: Alex Watts
Senior Account Director: Chelsea Wright
Senior Account Manager: Robbie Purcell
Account Manager: Vanessa Chamoun
Senior Account Executive: Georgia Tiernan
Account Executive: Lauren Duncan
Media agency: EssenceMediacom
Cordelia Ong Marketplace Coordinator
Noelle Wang Marketplace Associate Manager
Indy Duane Marketplace Executive
Aly Rodrigo Marketplace Associate Director
Alice Johnson Planning Director
Lucy Woodland Associate Strategy Director
Matt Leahy Digital Director
Nathaniel Thompson Client Partner
Influencer: Hello Social
Director of Client Experience: Madeline Marovino
Account Director: Nathan Bramley
Senior Account Manager: Charlotte Shackley
Senior Account Director for Talent & PR, Jessica Campion
Production:
Director: Jessica Cluff (Poem)
Producer: Hattie Morgan (Poem)
Producer: Saba Abraha
Co-Director/DOP: Olivia McCary
First Assistant Camera: Jennifer Hook
Sound: Joshua Reyes
Lighting: Weiland Kurt
Stills Photographer: Jason Kent
Talent lead: Sarah Kennedy
Stylist: Elizabeth Meredith
Hair: Brandin Palestino
Makeup: Nova Kaplan
Editors: Nick Sullivan and Nic Venettacci
Grade: Scott Maclean (More Better)
Online: Carve & Stitch
Audio post:
Sound Designer: Electric Sheep Music
Keep up to date with the latest in media and marketing
Got a tip?
Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
topics
Australian Red Cross
Chrishell Stause
Katie Raleigh
Kira Reed
Nicole Bardsley
Poem
real estate
Red Cross Clothing Drive
Selling Sunset
Uber
Have your say