‘Where to’ was a platform designed to leverage local stories from passengers and partner-drivers in cities around the world.

Distributed to local markets to drive connection for the brand, its ambition was to lift the veil of mystery and bring to life the Uber experience in a familiar entertainment format that would humanise drivers.

The global platform launched with Where to, Britain running on Channel 4’s on-demand service All 4. Accessible through the Uber app itself, the series spanned six five-minute episodes filmed in different cities across the country.