Irwins and Paris Hilton back with Tonight I’ll Be Eating metaverse-style campaign

By AdNews | 21 July 2022

Uber Eats has unveiled the latest creative touchpoints in its Tonight I’ll Be Eating campaign.

Launching this month, the multi-channel approach will see Paris Hilton and the Irwin family feature in a variety of creative, from 3D billboards, to canine capers, and even a journey into a metaverse style world.

The innovative new creative from Uber Eats agency village is the next phase in the unlikely partnership between the Irwins and their new American heiress zoo keeper, bringing Paris’ iconic blend of glitz and glamour to a variety of new advertising formats.

“After a fantastic launch to the campaign it’s great to now unveil the next phase of content to keep Paris Hilton and The Irwin’s story fresh and engaging for Aussie consumers. Working with our partners we’re excited to push innovation in key areas across oOh and in social via the metaverse”. said David Griffiths, Head of Marketing, Uber Eats ANZ.

Crikey! It’s Princess Lasagne Baby
Out of the wild, Uber Eats together with oOh!media and creativity agency Special Group have brought to life a city-dwelling giraffe for the ultimate 3D experience.

Chief Content, Marketing & Creative Officer and Poly CEO, Neil Ackland said: “We loved working on this brief because the idea jumped off the page, so it seemed more than fitting that POLY work with Special Group and Uber Eats to make their idea literally jump off our billboard. oOh!’s six-storey high digital screen ‘The Bourke’ has been used to incredible effect utilising the latest 3D animation techniques to bring the campaign to life. The sheer scale of the screen along with this fun creative execution will make the Uber Eats campaign truly unmissable.”

Tthe 3D billboard in in central Melbourne features Princess Lasagne Baby, a young Australia Zoo giraffe named, of course, by Paris.

Chihuahuas Included
To really send Australia’s canine companions barking, Uber Eats together with JCDecaux’s Creative Solutions team created Australia’s first-ever doggie sized billboards.

Essie Wake, CMO at JCDecaux said: "JCDecaux’s Creative Solutions team rose to the challenge set by Uber Eats, creating and installing six small billboards – the perfect size for dogs – in select high-footfall areas in NSW and Victoria. Each installation was connected to a 6x3 JCDecaux Large Format site to capture the attention of pedestrians, their dogs and passing vehicles."

The billboards, featuring the Irwins, Paris and her beloved chihuahuas, are 80% smaller than the 6x3 Large Format panels they are attached to – the perfect size for pooches. 

Tonight I’ll be Eating - at a Virtual Zoo
Fancy a Metaverse style adventure with Paris Hilton & The Irwins? Hello Social has developed just that, creating a digital experience that allows families to explore the Australia Zoo map from their living room via smartphone, tablet, computer, or smart TV.

The ungated virtual reality environment houses learning and entertainment for the whole family.

Audiences can explore 12 exhibits which include animal encounters narrated by Paris and The Irwins’, Augmented Reality experiences that bring the animals to life in your own home, plus hidden Uber Eats promo codes.

Maddie Marovino, Director of Client Experience at Hello Social, said: “YouTube and Google search data informed us there is global fascination with zoo tours. This insight coupled with incredible talent and distinctive Australia Zoo assets allowed us to bring the experience to life at scale. Why watch ads when you can play them. The idea allows millions of families across the country to experience Australia Zoo Uber Eats style, spend more time with our content and be driven in app to order with

Client: Uber Eats
Creative: Tonight, I’ll be Eating…
Agency: Special Group, Mediacom
Creative: Uber Eats Baby Giraffe 3D Billboard
Agency: Mediacom, Special Group, oOh!media, Blockhead
Creative: Uber Eats Doggie Billboard
Agency: Mediacom, Special Group, JCDecaux Creative Solutions
Creative: Paris Hilton & The Irwins Australia Zoo Adventure
Agency: Hello Social

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