Give them a good squeeze
LIME | BERLIN / EUROPE
BRAND CAMPAIGN
PROBLEM & INSIGHT
As cities began to reopen post-Covid, people were eager to reconnect with urban life – but traditional transport still felt complicated, crowded or disconnected. Lime needed to move beyond its perception as a tech startup or tourist novelty and be seen as a genuine part of everyday city movement.
CREATIVE CONCEPT
Give Them a Good Squeeze became a metaphor for reconnection. We envisioned Lime as the bridge back to real life – public spaces, friends, city energy. The campaign aesthetic matched that emotional reset: warm, human, nostalgic – clean visuals and candid moments that capture togetherness, freedom, and movement after lockdown. Lime became more than transport, it became a feeling of return.
MY ROLE – CONCEPT & IDEATION. ART DIRECTION
RESULT
Lime emerged from a tech-startup mood into a human-centred mobility brand. The campaign shifted public perception: from “scooter rental” to “easy, safe, urban reconnection.” It contributed to increased brand visibility and built emotional trust with new users – helping Lime land as a post-pandemic mobility solution rather than a convenience novelty.
