Postmates wanted to stand out among its competitors in the food delivery market in Los Angeles and maintain its top spot despite being outspent by its competitors 5 to 1.

While the competition spoke to logical benefits of the food delivery, Postmates realized ordering food is usually an irrational decision—usually what we eat is out of feeling something, craving something or just being in a mood. So to separate ourselves from our competitors we celebrated all the inexplicable reasons that make people order food.

We papered the city with all sorts of irrational reasons people order delivery, playing off the neighborhood they were in the reasons spoke to the truth of the locals and why they’d order food delivery. The work ran across all of Los Angeles.

Maintained top spot in LA despite being outspent 5 to 1 by our competitors.