Omelette Digital captures 11 years of Hong Kong rides in new campaign for Uber Hong Kong

After a decade of regulatory uncertainty, the ride-hailing industry in Hong Kong has finally achieved a degree of clarity. In light of these developments, Uber wishes to express its gratitude. The new campaign, “11 Years, Always By Your Side” (11年來，一路都在), celebrates the stories, milestones, and millions of rides that have connected drivers and riders since Uber Hong Kong’s first trip in 2014.

Developed by creative agency Omelette Digital Hong Kong, the campaign marks Uber’s 11th anniversary in Hong Kong with a series of activations that highlight how deeply the brand has become woven into the city’s rhythm, through daily commutes, late-night rides, and moments that matter.

On 24 – 25 October, the Uber Pop-Up Newsstand brought the story back to where it all began at Queen’s Road Central – the very spot where Uber Hong Kong’s first ride took off. For two days, Uber’s 11-year journey has been turned into print — a limited-edition newspaper filled with fun facts, quirky stats (such as the most forgotten items), and comic strips by local illustrator Tse Sai Pei. Each page celebrated the people, places, and moments that have kept Hong Kong moving.

At its core, the campaign is a celebration of the human stories behind every ride. In collaboration with YouTube channel Trial & Error (試當真), Uber released three online films capturing genuine in-car conversations between Uber drivers and local personalities. Shot in an authentic dashcam style, each story is inspired by real experiences:

Feng Shui master Tin Ming Yeo meets a driver who, after being diagnosed with kidney disease and losing his previous job, found renewed purpose and stability through Uber. Yeo offers words of encouragement in the face of life’s unpredictability.

Actor Neo Yau, reflecting on the closure of his YouTube channel, connects with a driver whose acting career challenges led him to Uber, finding common ground in resilience and perseverance.

Actor Will Or, known for his love of dogs, takes an Uber Pet ride with his furry companion, showing how Uber fits naturally into everyday life.

By blending celebrity voices with real-life stories, the campaign humanizes Uber’s impact, underscoring the message: For 11 years, Uber has been on the road with Hong Kong, through every turn, bump, and journey.

To extend the campaign beyond digital channels, Uber rolled out four mobile billboard trucks across key districts. Each truck features location-specific ride data that connects Uber to local community. Messages rotate depending on the truck’s location, serving as a moving reminder of Uber’s presence in daily life — from late-night rides out of Lan Kwai Fong to shopping trips in Tsim Sha Tsui.

Complementing the out-of-home activation, in-app banners engage riders directly with personalized ride insights, reminding them that their journeys are part of Uber’s 11-year story in Hong Kong.

“This campaign is a celebration of Hong Kong — not just the places, but the people. For 11 years, we’ve been more than a ride. We’ve been there in moments of joy, struggle, growth, and change. As we look to the future, we remain committed to serving this city with heart, innovation, and purpose,” said Eric Ling, Demand Growth Lead at Uber Hong Kong.

“The numbers are big, but the meaning is bigger. Every ride tells a story, from everyday commutes to life-changing moments. With this campaign, we wanted to shine a light on those human stories and remind people what 11 years with Uber truly means to Hong Kong,” said Matt Kwok, Creative Director of Omelette Digital.