Lyft: advert-body-2 by Wieden+Kennedy New York

Lyft recently announced a new program making it a requirement for all employees to spend four hours every three months experiencing what drivers do on a daily basis. That can be fulfilled by staffing driver-support calls, working in one of Lyft's driver hubs, or driving.

To celebrate and thank their drivers, Wieden+Kennedy NY also launched a new round of work including a 60-second film and out of home.

Lyft understands the many different reasons drivers drive - from feeding their family, to funding a passion, to taking a vacation, etc - and appreciates the person behind the driver. No matter what they’re driving towards, Lyft wants to help them get there.

The new spot, 'What Are You Driving Towards?' was created by agency Wieden+Kennedy New York and directed by Malcolm Venville

The film is accompanied by a series of out-of-home work that serves as giant thank you notes to Lyft's drivers; drivers who may also be parents, students, musicians, brew masters, producers, writers, or all around go-getters. The work is live in select local markets - Austin, LA, Chicago, SF, Boston, Denver and DC.