Recipe has created its first work for ride-hailing app Kapten since winning the account in January.

The integrated campaign for France and the UK, ‘Buttocks’, encourages audiences to make a stand while comfortably sitting down. The 30-second film features a range of passengers proudly declaring why they’ve decided to ‘vote with their buttocks’ and take a seat in a Kapten, highlighting the brand’s USPs; loyalty rewards, fair share for drivers, round-up and donate, the option to choose electric, and fixed, low fares. After all, it might just be your best decision today.

It lands in cinemas, VOD, OOH, DOOH, print and social from 24th February.

Kapten launched in London, with TfL approval, in May 2019. The company is the 2nd largest ride-hailing app service both in France and in the UK.

Eve Arakelian, chief marketing officer at Kapten said: “Kapten has always wanted to build a better ride-hailing service. To do things the right way. For our customers, our drivers and for the local markets in which we operate. This campaign is a wonderful reflection of this attitude and our belief that taking a seat in a Kapten vehicle represents something more important than just a ride: It’s an active choice, a statement, a vote.”

Matt Waller, creative director at Recipe said: “Kapten is such an exciting brand – at the forefront of disrupting a market so dominated by a single player (you know who I mean) for too long – so we’re very excited to have created a ‘cheeky’ campaign that has the level of impact, cut through and disruption they deserve.”