Inspiring members to go out and experience the world is written into Zipcar's DNA. This campaign takes a playfully antagonistic turn to get attention and inspire adventure. We juxtaposed inspiring imagery with headlines that could be taken as a bit edgy, encouraging the audience to break out of their day-to-day and "Get Lost." Scope included online ads, postcards, posters, social posts, homepage takeover, and local market activations.
ROLE | conceptual development, creative direction