Uber has teamed up with global icons Kylie Minogue and Lando Norris to launch “Lost & Found”, a playful out-of-home (OOH) campaign created by Mother London that turns the streets of London into a treasure map. The activation promotes Uber Exec — the brand’s premium ride service — by inviting Londoners to discover real celebrity items “accidentally” left behind in Uber Exec vehicles.
What’s the idea behind this campaign?
The concept transforms a simple moment — leaving something behind in a car — into an exciting and accessible experience. By using authentic celebrity belongings, the campaign blurs the line between fame and everyday life, reinforcing that premium experiences aren’t just for celebrities. Anyone can enjoy the same level of comfort and style that stars like Kylie and Lando choose.
How was the idea executed?
Created by Mother, “Lost & Found” brings the campaign to life through OOH activations across London. The journey began when Kylie Minogue “lost” her iconic Tension Tour gloves during an Uber Exec ride, sparking curiosity across the city. Later, Formula 1 driver Lando Norris joined the hunt, inviting Londoners to help find one of his missing racing helmets — all while promoting the luxury and exclusivity of Uber Exec.
Why is this execution unique?
The campaign cleverly mixes storytelling, celebrity culture, and public participation. Instead of relying on digital ads alone, Uber uses the city itself as a stage, turning London into a game of discovery. This approach makes the brand feel both aspirational and approachable — proving that premium doesn’t have to mean exclusive.
How does it connect with audiences?
By featuring real items from Kylie and Lando, Uber taps into fans’ curiosity and creates a personal connection between celebrities and everyday riders. The campaign reminds people that the same premium service chosen by stars is available to everyone. As Maya Gallego Spiers, UK Marketing Director at Uber, said:
“Uber Exec is for anyone who wants to elevate their journey, whether it’s a special occasion or just because. By partnering with Kylie and Lando, we’re showing that the same premium service celebrities choose is accessible to all Londoners.”
Final thoughts: Turning a simple ride into an adventure
“Lost & Found” transforms London into an interactive playground where premium meets playfulness. By combining the thrill of discovery with real celebrity stories, Uber shows that luxury can be fun, human, and within reach. The campaign reinforces Uber Exec’s position as a service that doesn’t just move people — it elevates the journey itself.
FAQs about this campaign
What is Uber’s ‘Lost & Found’ campaign about?
It’s an OOH campaign that turns lost celebrity items into a city-wide treasure hunt, highlighting Uber Exec as a premium yet accessible experience.
Who are the celebrities featured in the campaign?
Pop icon Kylie Minogue and Formula 1 driver Lando Norris star in the campaign, each ‘losing’ a symbolic item connected to their real lives.
Who created the campaign?
The campaign was developed by Mother London, known for its bold storytelling and human-centered creative approach.
How does OOH play a role in this activation?
OOH is used as the main stage — transforming London into an interactive treasure map where people can discover celebrity items and engage with the brand in real life.
What message does Uber convey through this campaign?
That Uber Exec offers the same premium experience chosen by celebrities, proving that comfort, style, and accessibility can coexist for everyone.
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