Lyft has made a concerted effort, in its business strategies and its advertising, to make its drivers feel valued—from last year’s seven-minute animated short “June” (released on its own “Lyft Driver Appreciation Day”) to this year’s car-wash stunt in Los Angeles.
The ridesharing company, and agency Wieden + Kennedy New York, return to the theme with an end-of-year campaign that again salutes the drivers—and everything they want to be outside of their Lyft work.
Out-of-home work is now live in seven markets—Austin, Los Angeles, Chicago, San Francisco, Boston, Denver and Washington, D.C.—and features lists of Lyft drivers’ extracurricular interests and responsibilities. The ads salute whatever the drivers are, or wish to be, outside of driving—parents, students, musicians, brew masters, producers, writers, or all around “go-getters.”
The ads conclude: “We know you’re more than drivers. So, no matter what you’re driving toward, we’ll help you get there.”
That’s a nice, if obvious, way to put it. And the ads, while narrowly targeted top Lyft drivers, have the halo effect of making Lyft seem like a good, caring company—in stark contrast to beleaguered rival they could name.
There’s also a split-screen video as part of the mix. Check that out below.
Lyft has moved to demonstrate its commitment to drivers in other ways, too. Soon, all of its 2,000-plus corporate employees will be required to spend at least four hours every three months experiencing what the drivers do, CNET reports.
That means staffing driver-support calls, working in one of Lyft’s driver hubs or actually being a Lyft driver.
Client – Lyft
Agency – Wieden + Kennedy New York
Executive Creative Director – Karl Lieberman
Creative Director -Stuart Jennings
Copywriter- Matt Simpson, Maddy Baldwin
Art Director -Alison Joseph, Alex McClelland
Head of Integrated Production – Nick Setounski
Executive Producer – Alison Hill
Producer – Kristen Johnson
Strategy Director – Tass Tsitsopoulos
Account Director – Sam Wagner
Account Executive – Lee Ford
Project Manager – Kristin Daly
Director of Business Affairs – Patrick O’Donoghue
Business Affairs – Michael Moronez, Brit Fryer
Traffic – Sonia Bisono, Andy Hume
Director of Creative Services – Chris Whalley
Studio Manager – Jill Kearton
Print Producer – Heather Kehoe
Designers – Elfranko Wessels, Sean Clancy, Napoleon Nicdao, Mike Nesi
Production Company – Anonymous
Director – Malcolm Venville
Managing Director/EP – Eric Stern
Head of Production – Kerry Haynie
Producer – Jeff Tanner
Production Supervisor – Joan Duff
Editorial Company – Exile Edit
Editor – Max Koepke
Post Producer – Alejandra Alarcon
Executive Producer – Sasha Hirschfeld
Editorial Assistant – Cole Koesterer
VFX Company – Saint
Creative Director – Rob Trent
VFX Producer – Kristina Thoegersen
VFX Artists – Dave Stern
Executive Producer – H elen Park
Telecine Company – Company 3
Colorist – Tom Poole
Producer – Alexandra Lubrano
Mix Company – Heard City
Mixer – Keith Reynaud
Executive Producer – Sasha Awn
Managing Director – Gloria Pitagorsky
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