With a mission to improve people's lives through the world's best transportation, Lyft believes in reinventing cities around people, not cars. In 2022, that meant driving growth beyond four-wheels and entering the bike share market in urban centres throughout the U.S. To launch the largest pilot project in the company’s history, we helped to create the largest paid national campaign since the birth of the brand in partnership with Lyft’s in-house creative teams. A fun, friendly and irreverent campaign, “Yes, you are a bike person” was meant to reminded commuters how universally accessible bikes are and that routine’s anything but routine when you’re on two wheels.

A responsive asset library was complimented by a unifying design system that allowed us to create scale across markets like Chicago, New York, Portland, Denver and San Fransisco without compromising contextually-relevant messaging and placements. In addition to mass awareness assets, the campaign was pulled through the entire CX, inclusive of in-app messaging, CRM and almost 15,000 unique digital assets to drive conversion throughout the consumer journey.