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Lyft’s latest campaign transforms a simple question — “Where are you going?” — into a celebration of personal journeys, highlighting how each ride can unlock meaningful experiences.
Made with agency SpecialGuest and studio 1stAveMachine, "Where Are You Going?" was inspired by the welcoming prompt that greets users in Lyft's mobile app.
It aims to show users that every ride with Lyft can become a journey towards bigger things.
Through carefully crafted imagery and messaging, it likens reaching your destinations to reaching your fullest potential.
"We were inspired by the same question every rider sees when they open the Lyft app: 'Where are you going?' It represents so much of what Lyft provides - the tangible and intangible of what it means to be going somewhere," shared Brian Irving, Lyft CMO.
"We obsess over our customers' wants and needs, and, in this cultural moment, we know that both our riders and drivers are trying to maximize every bit of every day," he added.
First launched last summer, "Where Are You Going is marked by a series of spots launched over a few months, with its latest dropping early in October.
Each spot highlighted a specific feature one can enjoy when using the Lyft app: priority pick-ups, XL rides, on-time pick-up promises, extra comfort, and price lock.
SpecialGuest Executive Creative Director Aaron Duffy shared his experience working on the campaign with Irving, as well as how the idea behind the campaign was derived from one of their conversations.
"I mentioned that so often the interface of a product has good creative ideas hidden in it, and Brian mentioned that he always liked how the first thing a Lyft rider does in the app is tap the "where are you going" field. Suddenly, that question in the UI was much bigger than a physical destination. It became a way to unlock the hopes and dreams of summer," Duffy shared with DesignRush.
By highlighting the benefits it offers customers through engaging and customer-centric stories, Lyft's latest campaign is a good example of brand storytelling done right.
Campaigns like these often come to life through partnerships with creative agencies that specialize in creating memorable narratives.
A Ride That Lyfts You Up
"Costume," one of the 15-second spots part of the "Where Are You Going?" campaign, begins with a costumed woman patiently waiting by a sidewalk for her Lyft ride.
As soon as it arrives, she begins taking selfies in the backseat, fully embracing her look as she dons a pink wig and tentacles.
Thought-provoking copy written on the screen reveals the heartwarming message of the spot: Lyft encourages you to be your true self, as it brings you to being together with your loved ones.
The woman is then seen with her other costumed friends on the way to their event, as the screen writes "Go big with XL," closing the spot.
Earlier this month, LG and 1stAveMachine launched the brand's first-ever global music festival, "Boom Boom Pow Festa."
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