Super Troopers
Lyft’s in house team // Role: Creative Director
Lyft’s first-ever don’t smoke and drive PSA campaign
In 2018, 4.20 was slowly becoming a mainstream holiday and we wanted to make sure Lyft showed up with a strong message… while having some fun. To do so, we partnered with the world’s most famous highway police to spread the word: if you want to get high, call a Lyft ride. A few $4.20 promo codes (and puns) later, the work was done.
A very serious PSA
Our PSA campaign started with a social video, followed by wild postings, in-app digital skins with our Trooper’s faces, and our own Safety Guide to Riding High, which we safely handed to passengers on 4.20.
Media
Los Angeles Times: Lyft and Super Troopers team up for 4/20 PSA and promo
Forbes: Lyft Celebrates 4/20 With Discounts In Legal Marijuana States
Thrillist: Lyft Is Offering $4.20 Discounts All Over the Country Today
USA Today: Teaming up with the movie Super Troopers 2, Lyft is offering discounts of up to $4.20 in selected markets