With this award winning Uber Eats campaign we turned bikes into billboards. Wheels into warnings. And every Uber Eats rider into a moving reminder to show some love on the road.

In the chaos of Tokyo traffic, delivery riders are invisible-until they’re not. So we asked ourselves: what if the bikes themselves draw attention to the issue?

Safety Spokes wasn’t your typical PSA, it took something riders already use – their wheels – and transformed them into living, moving messages. hacking LED gyroscope tech to flash messages like “SEE ME,” “GIVE ME SPACE,” and “CARE FOR ME” as the bikes rolled through Tokyo with neon-spoked wheels.

Bold – the campaign pulsed, it glowed, it moved with purpose. These weren’t safety ads tucked away in a corner. They were alive, on the streets, in your lane, impossible to ignore.

Uber Eats didn’t just put its name on a safety campaign – it became the safety campaign.

We didn’t buy space.

We used space.

Smart tech. Human benefit. Low-fi medium. High-impact message.

It was street-level innovation with soul.
And most importantly – it made riders feel seen. That’s the kind of brand behaviour people remember.