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Uber’s data showed that city dwellers often visit

the same places time and again. So, Uber & Canon

wanted to inspire urbanites to break free from the daily grind of city life and take the path less travelled.


Studying a map with a year’s worth of drop-off points, we identified some of the most photogenic but under-visited places in 5 Southeast Asian Cities - Singapore, Kuala Lumpur, Manila, Jakarta and Ho Chi Minh. We then partnered with photographers from each country to showcase those locations and inspire locals to discover their Hidden City.

5 countries, 15 hidden places,
15 photographers, 15 films,

135 unique photo essays posted.

Creative team

Executive Creative Director: Joakim Borgstrom

Creative Directors: Omar Sotomayor, Gaston Soto

Creative Team: Ronald Bunaidi



The campaign got coverage from close to

50 publications, noteworthy ones being: 

The Drum

Campaign Asia


Manila Bulletin (one of Top 3 dailies in PH)

Saigon Times Daily

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