Lyft Wrote Giant Thank-You Notes to Its Drivers on These Out-of-Home Ads

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." [kickout id="1"] 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. [kickout id="2"] 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. CREDITS 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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Lyft Wrote Giant Thank-You Notes to Its Drivers on These Out-of-Home Ads

Plus a commercial, all saluting their ambitions

Tim Nudd

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Tim Nudd