UBER
NEVERLATE SQUAD
W+K, 2024
NEVERLATE SQUAD
W+K, 2024
Welcome to the outskirts of Brazil: a land of hustle, culture, and 50 million people, where some of the country’s greatest talent is born. But for those who live there, getting anywhere takes more than willpower. It takes time — often up to four hours a day trapped in city chaos.
As a cheaper, more agile and practical mobility service, Uber Moto gives people more than transportation. It gives them control over their own rhythm.
No one embodies this better than Ludmilla: a Black bisexual woman from the outskirts of Rio who became the most popular Black artist in Latin America. The Queen of the Favela, Grammy winner, record breaker, hitmaker, and unstoppable hustler. So instead of making traditional ads, we gave her space to do what she does best: connect with the outskirts through music.
Her story became an original, unbranded song written by Ludmilla herself. After the first spoilers drove fans crazy, we dropped a three-minute music video during primetime, taking over an entire commercial break on national TV. In no time, the song became part of culture, generating memes, dances, and parodies — while helping Uber Moto break the biggest performance record in the brand’s history in Brazil. Because when people set their own rhythm, they don’t just follow roads. They open new ones.
As a cheaper, more agile and practical mobility service, Uber Moto gives people more than transportation. It gives them control over their own rhythm.
No one embodies this better than Ludmilla: a Black bisexual woman from the outskirts of Rio who became the most popular Black artist in Latin America. The Queen of the Favela, Grammy winner, record breaker, hitmaker, and unstoppable hustler. So instead of making traditional ads, we gave her space to do what she does best: connect with the outskirts through music.
Her story became an original, unbranded song written by Ludmilla herself. After the first spoilers drove fans crazy, we dropped a three-minute music video during primetime, taking over an entire commercial break on national TV. In no time, the song became part of culture, generating memes, dances, and parodies — while helping Uber Moto break the biggest performance record in the brand’s history in Brazil. Because when people set their own rhythm, they don’t just follow roads. They open new ones.
