Changing Spaces

Client: Lime

Lime is the UK’s biggest e-bike operator. But it can only continue to grow and thrive if it is able to show how it is improving city life for Londoners and making the urban environment more sustainable for everyone.

For the brand’s 2024 campaign, Words + Pixels boldly took on one of the most vexed topics around urban cycling – the lack of dedicated parking on city streets and around transport hubs. The result was not only significant media coverage, but also the attention of local government, encouraging them to consider the needs of e-bike users in future planning priorities.

This high-impact, culturally-led, interactive stunt turned cycle parking into a city-wide talking point, mobilised a grassroots movement of e-bike parking advocates, and addressed an important discussion between Lime and its stakeholders – as well as reminded London cyclists and pedestrians that the company genuinely has their interests at heart.