In a world that's constantly putting up walls, we created Passport Mode to tear them down.
Lyft was looking to launch a new mode in Washington DC. They wanted something fun... but with heart. We looked at the landscape of DC, and realized that tapping into its international community could be the perfect place to start. We worked with Lyft to invite drivers with international backgrounds to share their stories with us, and we realized just how many important stories there were to tell. With that, Passport Mode was born.
For a brand that's all about getting people where they're going, it was fun to take a step back and celebrate where we come from, instead. We selected eight drivers from eight unique countries to be our featured Passport Mode drivers. They came from Brazil, Morocco, Ethiopia, Indonesia, Jamaica, Peru, Germany, and the United States.
For each country, we created an elaborate car wrap that featured landmarks and iconic symbols of each culture. Riders were then invited to step inside and see the world from the backseat as they listened to regional music, learned to speak a few words in each driver's native language, and took a passport photo to commemorate their trip.
At the end of the day, Passport Mode helped Lyft make the world feel a little smaller, and a little friendlier with every ride.
Introducing Passport Mode :60
Case Study
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Art direction: Kristen Giuliano, Richee Chang