So much of the holiday is remembering what it felt like to experience it as a kid—that sense that all things, or at least more things than usual, are possible. In that spirit, Uber has taken a bunch of toys, increased them in size, and put them on the streets, where people can actually ride in them.
From Dec. 11-13, from 10 a.m. to 6 p.m., Uber in Paris will feature a new in-app ride option: UberToys, a set of six vehicles inspired by the funky toy cars that once traveled the winding roads of youthful fancy.
The rides are free, if you're lucky enough to score one.
While the idea isn't exactly original, it's a decent modern spin whose relevance is boosted by the service Uber provides: There's something neat about living in a time when we can order cars—multiple varieties, even—with phones and watch them show up on a map. It's not that far a cry from playing RC cars in the yard, except with way bigger wheels and no tragic poolside accidents.
"We wanted to give users an original, unique, lighthearted experience by rekindling the emotions of Christmas magic," says Michelle Lamberti, head of marketing for Western and Southern Europe at Uber. "UberToys gives Parisians the chance to relive their childhood by riding around Paris in a toy farm truck, a remote-controlled car or even a vehicle made entirely of modelling clay, while letting the magic do its work."
Developed by DDB Paris, UberToys is also the fruit of a partnership with the Pères Noël Verts ("Green Santas") campaign. Created by social aid charity Secours Populaire Française, the Green Santas give underprivileged families and kids resources for celebrating the holidays—including activities, toys, other gifts and festive meals. It's been running since 1976.
From Dec. 11-13, when Parisian Uber users enter the code "SECOURSPOP" into their apps, the company will donate 1€ (a little over a dollar) to the charity. Passengers will not be charged.
Creative Agency: DDB Paris
Planner: Claude-Henri Galbois
Producer: Fabien Donnay
Executive Creative Director: Alexander Kalchev
Agency Account Managers: Paul Ducré, Julie Haslé, Noémie Pitois, Lucas Lahore
Creatives: Jean Weessa, Mélanie Pennec, Jeanne Taillard, Timothy Alexandre
Production Company: Art Bridge – Quad Group
Director: Gabriel Dugué
Executive Producer: Olivier Bassuet
Coordinator: Nabia Amraoui
Post Production: Nataly Aveillan
Cinematographer: Balthazar Lab
Production Director: Claudia Traeger Production
Production Designer: Arno Roth