Lyft is more than just an operating system taking you from one place to another. It’s about humanity. It’s about joy. Or as their ECD Tim Roan would say: “we are a company of funny people doing important things.” What began as a partnership to coordinate work across 40 local markets quickly turned into us creating omnichannel work for the entire brand. Notably, helping launch Lyft’s scooter line at SXSW, announce a national music festival partnership, and introduce rideshare throughout British Columbia (which quickly became one of Lyft’s top five most successful markets.)
SCOOTIQUETTE LAUNCH // Seemingly overnight, scooters just started showing up in cities. No instructions, just anarchy and asphalt. Some city officials considered banning them – which would’ve been a blow to Lyft’s mission (and their bottom line.) At SXSW in Austin, and in social and digital channels, we set out to show people how to properly share the street. After 20,000 new riders in 5 days and 48 million impressions, we helped make the world more mobile, and less a-hole.
michael anderson (cd/partner) | sarah wallace (ad) + brian marcolini (cw) | karl hebert + howard shows (designers)
VANCOUVER LAUNCH // There was a time when rideshare hadn’t made its way north of Washington. Which meant Canadians were stuck with cabs that were unreliable, trains that stopped running after 1am, and no place to park. So we launched a campaign to attack those pain points head on, all while reminding locals that even the farthest reaches of their town weren’t so far after all. The work turned British Columbia into one of Lyft’s top five most successful markets.
DIRECTOR | aaron ruell (sanctuary) EDITOR | andy green (freelance)
In addition to the films and out-of-home, we launched a social campaign to inspire Vancouverites to explore their city. We featured a weekly series of themed “y-tineraries” that offered discount codes to various restaurants, landmarks and experiences.
Of course, what’s a big campaign launch without an activation? At hotspots across the city, we handed out limited-edition umbrellas and more reasons to roll out and enjoy what Vancouver has to offer.
michael anderson (cd/partner) | chris barnard (cd/partner) | karl hebert, howard shows (design leads), colin mumbach (design), pal moore (motion animation) | joel clement + patrick girts (cw)
RIDE UP NYC CAMPAIGN // As the pandemic began to ebb, New York began to (slowly) open up. Lyft’s partnership with Citi Bike encouraged people to get back out into the city and support their neighborhoods. From a marquee placement in Times Square to Instagram feeds, the campaign turned the simple act of riding a bike into one of resilience and optimism.
colin lapin (cd/partner) | howard shows (design lead)
MUSIC FESTIVAL PARTNERSHIP // We partnered with music venues across the country to encourage ridesharing before and after the event, which led to the idea of “ever notice how music notes look like butts?” The result was an iconic design and some fun, plain-ass messaging.
