Uber Eats’ Paris Irwin campaign adds 3D billboard and other executions

Food delivery platform has launched the latest iterations of its Paris Irwin ‘Tonight I’ll Be Eating’ campaign, taking live a new 3D billboard featuring Australia Zoo young giraffe, Princess Lasagna Baby, named by Hilton herself.

Created by Special Group and oOh!media, the 3D billboard in located in central Melbourne, and is one of multiple new campaign executions for Uber Eats.

Chief content, marketing & creative officer and Poly CEO, Neil Ackland said: “We loved working on this brief because the idea jumped off the page, so it seemed more than fitting that POLY work with Special Group and Uber Eats to make their idea literally jump off our billboard. oOh!’s six-storey high digital screen ‘The Bourke’ has been used to incredible effect utilising the latest 3D animation techniques to bring the campaign to life. The sheer scale of the screen along with this fun creative execution will make the Uber Eats campaign truly unmissable.”

The delivery platform has also taken live a series of Australia’ first-ever doggie sized billboards, created in collaboration with JCDecaux Creative Solutions.

Essie Wake, chief marketing officer at JCDecaux said: “JCDecaux’s Creative Solutions team rose to the challenge set by Uber Eats, creating and installing six small billboards – the perfect size for dogs – in select high-footfall areas in NSW and Victoria. Each installation was connected to a 6×3 JCDecaux Large Format site to capture the attention of pedestrians, their dogs and passing vehicles.”

The billboards, featuring the Irwins, Paris and her beloved chihuahuas, are 80 per cent smaller than the 6×3 Large Format panels they are attached to.

Finally, the brand has also unveiled a Metaverse style digital experience developed by Hello Social. The experience allows families to explore the Australia Zoo map from their living rooms, via smartphone, tablet, computer or smart TV.

Audiences can explore 12 exhibits which include animal encounters narrated by Paris and The Irwins’, Augmented Reality experiences that bring the animals to life in your own home, plus hidden Uber Eats promo codes.

Maddie Marovino, director of client experience at Hello Social, said: “YouTube and Google search data informed us there is global fascination with zoo tours. This insight coupled with incredible talent and distinctive Australia Zoo assets allowed us to bring the experience to life at scale. Why watch ads when you can play them. The idea allows millions of families across the country to experience Australia Zoo Uber Eats style, spend more time with our content and be driven in app to order with promos.”

“After a fantastic launch to the campaign it’s great to now unveil the next phase of content to keep Paris Hilton and The Irwin’s story fresh and engaging for Aussie consumers. Working with our partners we’re excited to push innovation in key areas across oOh and in social via the metaverse,” said David Griffiths, head of marketing, Uber Eats ANZ.


Client: Uber Eats

Creative: Tonight, I’ll be Eating…
Agency: Special Group, Mediacom

Creative: Uber Eats Baby Giraffe 3D Billboard
Agency: Mediacom, Special Group, oOh!media, Blockhead

Creative: Uber Eats Doggie Billboard
Agency: Mediacom, Special Group, JCDecaux Creative Solutions

Creative: Paris Hilton & The Irwins Australia Zoo Adventure
Agency: Hello Social


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