When Uber became a sponsor of the Brazilian national soccer team, it had been 24 years since Brazil last lifted the World Cup trophy. To reignite Brazilian fans’ confidence — and to needle rivals — we did something as hard as winning a World Cup: we changed Uber's in-app rating system. A global change that worked in just one country. After all, only a five-star country can get a sixth. The campaign started with a film, took over social media, featured OOH billboards all the way to the country’s border, and turned Brazilian drivers into the world’s first 6-star drivers.