Lime, the brand responsible for planting drive-and-drop electric scooters across the world, is taking ownership of the criticism directed at its light vehicles and riders through a print campaign launching in Paris.
Lime and its e-scooter rivals such as Bird have come under immeasurable international criticism in their early years. Critics point to the unsightly ‘dumping’ of scooters, the cluttering of streets, riders’ illegal use of sidewalks and the dangers they pose when merging with traffic.
Now, Lime’s French operation has taken these outbursts of frustration, such as “Shitty scooters!” and “These scooters are such a fucking pain” and turned them into its latest campaign, as part of its repositioning as a ‘responsible urban mobility leader’.
Working with Parisian agency Buzzman, the brand used an asterisk to double grammatical effect: censor the swear words and add extra information about the best way to use its scooters.
‘Shitty scooters!’ for instance, becomes ‘Sh*tty scooters! (*not applicable for scooters that stay off the sidewalk)’ and “Scooters really piss me off” becomes ‘Scooters really p*ss me off (*not applicable to riders who respect pedestrians)’.
Head of international Communications: Paloma Castro Martinez
Communications General Manager Europe, Middle East & Africa: Emeline Chicha
General Manager France: Arthur-Louis Jacquier
President and Executive Creative Director: Georges Mohammed-Chérif
Vice – President: Thomas Granger
Managing Director: Julien Levilain
Copywriter: Lilian Moine
Artistic Director: Margaux Hontang
Business Director: Laura Quiles
Head of Strategic Planning: Clément Scherrer
Planner: Laëtitia Mulinazzi
Head of PR & Communication: Amélie Juillet
PR & Communication Manager: Paul Renaudineau
Head of Production: Vanessa Barbel
Print Production: Fany Maupou
Print Production: Assistant Charlotte Chadeau