We Redefined the Culinary Experience at America’s Creative Crossroads
Uber Eats at SXSW
Optimist partnered with Uber Eats to concept, design and deliver a series of mouth-watering activations at SXSW 2019. Celebrating Uber Eats’ debut at the annual intersection of film, music and culture in Austin, Texas, we satisfied hungry festival-goers with surprise food drops at the longest lines and convenient walk-up windows serving grab-and-go goodies on 6th Street. The experience culminated in the Uber Eats House, an immersive brand space pairing world-renowned restaurants and chefs with top musical artists, including Billie Eilish, Roy Choi, Khalid, David Chang, Virgil Abloh and by CHLOE.
"When we merge things in an organic way, good things come out of it."
Share of Voice
"We’re bringing more emotion to a digital product and platform. We see music as a really important tool to do that."
— Nikki Neuberger, Global Head of Marketing, Uber Eats