Ø1* Uber Eats
Goya no. gyoza yes—
Uber Eats goes beyond food — through the app, you can order almost anything. And that “almost” is the sweet spot. Because while having everything might sound perfect, the truth is we can’t control it all — and sometimes, things just don’t go as planned.
Building on the global “Get Almost Almost Anything” platform, we created a brand campaign entirely tailored to the Spanish audience — rich in storytelling and cultural references. From the Goya Awards and Goya’s paintings to the infamous failed restoration of Ecce Homo in Borja, and the instant classic “¡Montoya, por favor!”, the campaign celebrates Spain’s unique sense of humor and creativity. And to top it all off, it stars one of the country’s most beloved icons: Antonio Banderas.
Agency: Ogilvy Spain | Creative Director | Art Director
REFERENCES TO GOYA’S MASTERPIECES
In addition to Goya’s self-portrait, which naturally takes the role of protagonist in this story, the film also features several easter eggs referencing some of the artist’s most famous works, such as Self-Portrait at the Easel, The Burial of the Sardine, The Third of May 1808, and La Maja Desnuda.
THE BUZZ
What was meant to be just a series of Easter eggs designed to engage the most attentive Goya fans ended up being so talked about by the public during the campaign’s launch week that it became the subject of completely organic content posted on the social media of both the Goya Museum and the Royal Academy of Fine Arts of Spain — the school where Goya studied.
SOCIAL FILMS
Shooting with celebrities is always tricky, mainly because time on set is incredibly tight. But that didn’t mean we settled for relying only on cutdowns of the main film for social. Instead, we worked closely with the production team and the client to design a strategy that allowed us to capture extra content. The solution was to ‘stretch’ certain takes to create different narratives and, of course, have a more agile second unit always ready to jump in and film pre-planned pieces whenever the opportunity arose.
OOH
To bring the full atmosphere of Goya’s great painting heist to life, we went far beyond traditional formats and turned one of Madrid’s busiest corners into a crime scene, featuring a 3D-applied canvas and fingerprints made with blacklight-reactive paint.
GOYA METRO STATION
Goya Station is one of the busiest in the Madrid Metro and is home to several of the artist’s works. That’s why, to launch the campaign, we took over the entire station with a variety of striking formats: from fully wrapped corridors to lenticular pieces that revealed the transformation of Goya’s self-portrait into Banderas’ Ecce Homo.
