Uber didn’t disrupt the taxi industry with nicer cars and better drivers. Or free bottled water and mints for that matter. They did it with technology. Uber and its copycats just came up with a way to find a driver, get from A to B and pay for it all, via the device to which we were already addicted. In 2021, 13cabs asked us to help them fight back. Which was a scary prospect, until Australia’s biggest taxi company shared the weapon at our disposal. An app that didn’t just match Uber’s, it blew it off the road by letting you choose the car you wanted, the driver behind the wheel and an up front price guarantee, rather than a random surge. From there, the positioning ‘Get our app, go your way’ was the only logical way forward.

Writer: Brendon Guthrie, Art Director: Tim Haynes, Production Company: Guilty, Producer: Rohan Timlock, Director: Matthew McCaughey, Photographer: Jay Hynes, Photography Producer: Fi Herman