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Agency: Buzzman
Client: Lime
Date: Jun 2019
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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