Steering the conversation positive
Fun fact: Lyft owns Citi Bike, one of the biggest bike share programs in the world. Financial fact: No one’s immune to inflation, and Citi Bike had to hike their prices.
We were tasked with humanizing this essential NYC transportation service, with creative that shows the impressive people and data behind the spokes. With a budget shaped like a bike tire, we produced playful OLVs leveraging a mix of b-roll footage from past campaigns and run-and-gun footage our team captured on the ground in New York. To ensure a familiar look and feel, we modelled our supers after the UX in the Citi Bike app. We rounded out the creative with a blog post and an email, reminding riders that they play an important role in keeping the city and the program in motion.
