Context

Lime, the world’s leading micromobility platform backed by Google Ventures and Uber, tapped Foundry as lead agency for German-speaking Europe. The challenge: launch a brand campaign that went beyond transit–one that captured the joy, culture, and connectivity of urban life, starting in Berlin.

Approach

We created “Unlock Life,” a hyperlocal campaign built around real riders and real stories. With bold, large-format posters (35,000 in Berlin alone) and localised films, we told personal narratives of freedom, community, and movement–celebrating each city’s unique rhythm while connecting them under one vibrant visual system.

Outcome

The campaign transformed Lime from a scooter brand into a cultural symbol of urban optimism. The hyperlocal messaging resonated across city streets, while digital assets drove education, engagement, and community growth. “Unlock Life” became both a call to ride and a call to connect.

Hyperlocal Stories, Citywide Reach

From Kreuzberg to St. Pauli, each poster and video spoke in the local dialect of its neighborhood—turning Lime’s rollout into a celebration of community quirks and urban culture.

A Digital Hub for Rider Stories

Alongside the street-level campaign, we created a campaign microsite that echoed Lime’s hyperlocal, human tone. Designed for speed, clarity, and mobile-first engagement, the site showcased real rider stories, featured custom campaign content by city, and connected directly to Lime’s app—turning curiosity into clicks, and clicks into rides.

Roman Balzan

Marketing Lead EMEA

"The filmic portraits, which, like the launch campaign, eschew traditional product penetration, tell authentic stories of inspiring people for whom mobility is more than just a trip from A to B. People who use e-scooters not out of convenience, but out of conviction."

35,000+

OOH placements in Berlin alone

New Users

Surged across Germany

A Hyperlocal Launch for a Micromobility Giant

Hyperlocal Stories, Citywide Reach

A Digital Hub for Rider Stories

Success stories. With proven results.