After spending two years uncovering the vast conspiracy that football was invented to sell food, Uber Eats let fans tell their own version of the truth, by ordering it right from the app. Kinda like a poke bowl or a burrito bowl, but a… Super Bowl.

Just like ordering food, fans could build their own Super Bowl commercial. Every ingredient chosen unlocked new evidence, jokes and celebrity casts. Over 1,000+ bespoke commercials were made.

In addition, each film created unlocked a new deal, and passive viewing became active ordering. This year’s Super Bowl became our best ever SB sales day and reframed what a food delivery app can actually deliver.

More work coming soon…