Lyft drops its 'L' in solidarity with screwed Brooklyn commuters

Outdoor campaign accompanies ride sharing platform's efforts to help city dwellers in time of need

Published On
Dec 05, 2018

Editor's Pick

Come April 2019, Brooklyn commuters in Williamsburg and Greenpoint are going to be totally screwed. That’s when the L train, their main transportation lifeline into Manhattan, will go out of commission for a full 15 months.

Ride sharing platform Lyft is showing its support for the soon-to-be trainless city-dwellers with an outdoor campaign running in Williamsburg and Bushwick that cheekily drops all the l’s from its logo and copy, featuring lines like “Stay ca m. We wi  get through this together,” “ ove where you ive,” and “ ong ive Brook yn.”

The campaign, created in-house, is titled "Something's Missing." It directs Brooklyn residents to a dedicated site,, where Lyft has outlined the various solutions it’s put together to help prepare them for the future service disruptions.

Among them are Lyft’s partnership with New York City to triple the size of Citi Bike, which the company recently acquired; an all-access plan that allows New Yorkers to pay $169 for 30 rides over 30 days; more fixed pickup spots in congested areas as well as car seat rides for families who don’t want to have to haul around their own gear. Lyft is also asking visitors to share their own ideas on alleviating the commuter pain via the site or social media with the hashtag #RideOnBrooklyn.


Dec 05, 2018
Client :
Agency :
VP, Creative Director :
Jesse McMillin
Executive Creative Director :
Tim Roan
Copywriter :
Jane Goodwin-Bell
Copywriter :
Lisa Fugere
Copywriter :
Claire Zahm
Art Director :
Tori Main
Designer :
Will Geddes
Creative Technologist :
Mark Teater
Project Manager :
Kyle Kraft
Integrated Producer :
Christy Roberto
Brand/IM :
McKenzy Golding
Brand/IM :
Jessica Stout
Production Artist :
Dan Lau

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