Earlier this summer, Lyft made waves in adland when it put out a call to agencies on Twitter. The company had already invited nine shops to participate in a review, but its Twitter call was looking for a "wildcard" shop, one that it may have otherwise not known about.
The wildcard agency didn't win, but one of the nine did: Made Movement.
The Colorado-based shop will be the ridesharing company's agency moving forward, handling strategy and creative. Lyft previously worked with Eleven on a campaign that's running now, and that shop had also been invited to participate in the review.
Jesse McMillin, creative director at Lyft, said that while Made Movement is the only creative agency the brand will work with now, Eleven may still be tapped for future projects.
But Made Movement, he said, won the review because the shop went above and beyond the client's expectations. Lyft sent pink envelopes to the nine invited agencies, asking them to send them back to the company with anything that demonstrated why the agencies wanted to work with Lyft or how they'd be good partners.
When the review first launched, Mr. McMillin declined to identify those agencies, but said one responded to the invitation by taking consecutive Lyft rides from its office in Colorado to San Francisco, where Lyft is headquartered.
That agency was Made Movement. The shop's Chief Creative Officer Dave Schiff, along with a producer and a camerman, jumped into a Lyft and drove it across the country, filming and blogging the experience along the way.
"We thought it would be the best way to have the ultimate brand immersion," said Mr. Schiff. "We figured, 'Let's just take Lyft all the way out to San Francisco.' It seemed like it would demonstrate that we gave a shit and that we have done due diligence when it comes to learning about the brand."