Artist

DILLA

Agency

SCHOLZ & FRIENDS

Purpose

With its first national campaign, “Erstmal Essen” Uber Eats celebrates its launch in Germany in collaboration with the agency Scholz & Friends and Universal Music Publishing’s music culture consultancy X&. The soundtrack is provided by Gen-Z rising pop star Dilla, who captivates the German target audience with an official song release of the same name.

Approach

The old German saying „erstmal essen“ is given a fresh twist by Berlin artist Dilla, quickly turning it into a catchy hit. This reinterpretation sparks a digital playground for hundreds of imitators, each showcasing their unique “Erstmal Essen moment” and extending the campaign’s reach. The center piece of the campaign is the music video for “Erstmal Essen,” which also serves as the foundation for the campaign’s films.