A new business pitch was underway at The Marketing Arm; the prospective client was Uber, which was launching a new service called Uber Live in airports. Basically, order your food in the app and pick it up when it’s ready, rather than waiting in a long line (when you’re already likely late, stressed, and hungry). Not a great combo.

The Marketing Arm needed a creative, live-activation strategy and a big idea. I was brought in to create it.

While the full new business presentation is significantly longer, and much of it is proprietary, this is the narrative and idea that delivered the bacon.