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.

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We wanted to speak directly to the locals in different neighborhoods in Los Angeles, so we wrote lines for the posters that would resonate with their unique characteristics. From the image consciousness of folks from Hollywood, to the health obsessed of the west side, we made posters that played off each neighborhood to speak directly to them about the irrational reasons they order food