Ride-share platform DiDi has launched its latest campaign, Yes, I DiDi, aimed at encouraging Australians and New Zealanders to say yes to going out, with the help of more affordable rides.
The campaign centres on a character named Nudgy — a flute-playing figure who appears just as people consider calling it a night. The launch film, directed by UK filmmaker Jim Hosking (The Greasy Strangler), follows a group of friends drawn through a night out by Nudgy and a series of DiDi rides.
Designed for flexibility, the film’s modular format enables hundreds of short-form versions tailored to key social moments — from Friday footy to Sunday catch-ups. Nudgy appears across social media, radio, out-of-home, partnerships and activations.
“‘Yes, I DiDi’ is more than a tagline – it’s an invitation,” Tim Farmer, CMO of DiDi Australia & New Zealand, said. “We’re giving Aussies and Kiwis a reason to say yes to more moments, more nights out, more memories, all made possible by DiDi’s value and reliability.
“We have planned a campaign that plugs directly into the key rideshare moments – both creatively and in terms of media channels and environments, and we are beyond excited to further build on DiDi’s growing presence in market.”
Ahead of the official launch, unbranded footage of Nudgy on a Sydney bar circulated on TikTok and Instagram, generating more than 50 million views and speculation about the campaign’s origin.
Ant White, Sunday Gravy Co-Founder and CCO, said: “While it may look slightly insane, and it did take an extremely brave client in Tim Farmer to back the campaign, every element has been meticulously crafted to build brand distinctiveness through a new design system. From sonic branding to the creation of Nudgy as repeatable character, our goal is to stand out and stick in people’s minds.”
Sunday Gravy’s creative leads, Max Kennedy and Sam Whatley, add: “Nudgy’s world has been crafted with intent, from costume design and heavy prosthetics to set design and original music, every detail is deliberately tactile so it stands out in a world increasingly dominated by automation.”
Yes, I DiDi is rolling out across Australia and New Zealand, positioning DiDi as more than just a low-cost ride — but a way to help people say yes to going out.
CREDITS:
Agency: Sunday Gravy
Production Company: Hooves
Director: Jim Hosking
Producer: Renae Begent
Executive Producer: John Pace
DOP: Jeremy Rouse
Editor: Mark Burnett/The Editors
Casting Director: Natalie Jane Harvie/Citizen Jane
Casting Costume Design: Liv Simpson
Art Director: Sam Lukins
Prosthetics, Hair and Makeup Design: Odd Studio, Anastasia Pappas
Grade: Fergus Rotherham
Online: Eugene Richards
Music & Sound Design: Electric Sheep