Uber Eats has unveiled the latest creative touchpoints in its Tonight I’ll Be Eating campaign

Launching this month, the multi-channel approach will see Paris Hilton and the Irwin family feature in a variety of creative, from 3D billboards, to canine capers, and even a journey into a metaverse style world.

The innovative new creative from Uber Eats agency village is the next phase in the unlikely partnership between the Irwins and their new American heiress zoo keeper, bringing Paris’ iconic blend of glitz and glamour to a variety of new advertising formats.

“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.

Crikey! It’s Princess Lasagne Baby

Out of the wild, Uber Eats together with oOh!media and creativity agency Special Group have brought to life a city-dwelling giraffe for the ultimate 3D experience.

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 3D billboard in central Melbourne features Princess Lasagne Baby, a young Australia Zoo giraffe named, of course, by Paris.


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