We invited renowned actress Cheryl Yang to star in the new campaign. In the hero film, as a multiple-time Golden Bell Best Actress nominee, she finally fulfills her desire for a “win” on Uber Eats—but it doesn’t stop. She dominates children’s taekwondo tournament, bodybuilding championship, dog show, and even a Mars mission… until she’s left winning only against herself. Turns out winning too much can be a problem. Fortunately, while “you can’t get a win, you can get snow fungus soup” on Uber Eats in reality.

Moreover, we created a series of bespoke social films and key visuals featuring Cheryl’s character, including playful lines like:
“Best Actress NO. Star Anise YES.” “Acting Skills NO. Eye Mask YES.”

To bring the campaign into real life, we even leveraged key moments of the Golden Bell Awards. The day after Cheryl Yang’s nomination was announced, we immediately revealed her as the newest Uber Eats ambassador and launched the new campaign to spark conversation. As the awards ceremony approached, we teased an upcoming surprise on social media. On the night of the ceremony, a dog resembling Cheryl—an Afghan Hound—walked the red carpet in the same outfit as her, delivering the brand’s customed fashion bag, creating the most unexpected delivery moment at the Golden Bell Awards, which simultaneously went viral across media and KOLs.

Through the combination of creative storytelling and strategic timing planning, the campaign reached its peak when Cheryl Yang actually won Best Actress, instantly generating massive buzz. Online comments flooded in: “You really can get a win on Uber Eats!” “Uber Eats is the biggest winner!” “Uber Eats predicted this!” The perfect synergy between the campaign and the real-world event created an unforgettable moment.