We’re a sucker for big, fun out-of-home design projects, and this colorful Lyft stunt from Wieden + Kennedy New York certainly fits the bill.
This weekend, the agency took over the La Cienega car wash in Los Angeles and gave it a makeover in the brand’s colors—lots and lots of pink. Everything has been redesigned, from the car-wash menus to the wash-tunnel instructions. A giant Lyft Car Wash neon sign was added, in what W+K described to AdFreak as an “unmissable thank-you note to drivers.”
Lyft drivers, that is. The car wash is offering them $1 washes. “Have we gone mad?! Mad about our drivers!” says the hand lettered type on a sign outside. All proceeds will be donated to the L.A. Regional Food Bank. The car wash will be up and running as a Lyft stop through Aug. 13.
It’s the second really fun OOH project from W+K New York in just six weeks, following the Delta Dating Wall in New York.
See more pics below.