Uber Eats:
Calgary Stampede
The Challenge
Uber Eats wanted to show up at one of Canada's biggest cultural moments without feeling like just another sponsor. Our challenge was to create an unmistakably Uber Eats experience at the Calgary Stampede—one that blended seamlessly into the spirit of the rodeo while driving engagement, discovery, and brand love.
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Brand Storytelling & Spatial Concepting.
Fixture & Display Concepting.
Environmental Graphics & Material Direction.
Visual Merchandising Strategy.
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Kamp Grizzly and Big HQ.
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Pop-up experience.
The Solution
Building on Uber Eats' global "Get Almost, Almost Anything" platform, we set out to create an activation that felt less like a sponsorship and more like a natural part of the Calgary Stampede. As a team, we concepted the Almost, Almost Anything General Store—a playful western storefront that reimagined the campaign through the lens of rodeo culture.
Designed as an immersive destination, the experience combined tongue-in-cheek product displays, interactive restaurant discovery, branded games, and photo moments celebrating local food culture. Every element was crafted to balance Uber Eats' distinct brand personality with the authenticity and spectacle of the Stampede, creating a crowd-favorite attraction that ultimately earned Best in Show.
The Impact
The Almost, Almost Anything General Store quickly became one of the most talked-about destinations at the Calgary Stampede, drawing more than 58,000 visitors over its 10-day run. Guests redeemed over 43,000 promotional offers through the experience, driving engagement both on-site and beyond the event grounds. The activation's blend of local relevance, brand storytelling, and audience participation ultimately earned Calgary Stampede's highest honor: Best in Show.
