New Year is a time when most of Japan takes a well-earned rest. Unfortunately, some people still have to work to keep the community going - including the Uber Eats delivery partners.

To connect the brand with this cultural moment in Japan’s calendar, Uber Eats partnered with Hakone Ekiden, an annual collegiate marathon relay, viewed by millions nationwide on New Year’s Day.

To leverage the broadcast sponsorship - our film delivered a fun and frenetic story of an Uber Eats delivery partner as they deliver to all the other members of the community still working hard over the break.

We saw strong results and support from the consumers for Hakone with record high view through rate.

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