Today, we launched our Global Spring campaign - “Make a Clean Break.” The campaign, designed and produced entirely by Lime’s in-house creative team, is built on the core belief that a better world is possible through greener transportation and fewer cars. The “Make a Clean Break” campaign plays into the fact that some of these changes in routine can be hard, but the pain points that many have with transportation, specifically, individual car owners who are forced to navigate the headaches of parking, traffic, endless payments, maintenance, and more truly can make a shift to Lime worth it.

Christian Navarro, Head of Brand Marketing at Lime said: “At the heart of our campaign is the idea that some changes in life, though hard, are ultimately worth it and can make your life better. We’ve all been in relationships, romantic or otherwise, where a change was needed - a clean break, to really start over and make life better. As this campaign makes clear, this notion not only applies to toxic relationships, but also to toxic transportation choices. To alleviate the headaches of car ownership, riders can make a clean break and ride Lime as a source of newness, freshness, and as an exciting way to go about your day unburdened.”

Debuting today, “Make a Clean Break” is one of the brand's biggest marketing campaigns, aimed at bolstering Lime’s place as the global leader in offering shared electric vehicles. The campaign launches in nearly four times as many markets as its prior campaigns. The campaign is live in seven markets with out-of-home advertising, including Minneapolis, Denver, Los Angeles, Dusseldorf, Berlin, Brussels and Milan. Additionally, Lime is using its Gen4 bike baskets as ad placements as well, in Atlanta, Washington DC, Denver, Minneapolis, Rome and Milan.

The campaign builds on Lime’s April 2022 “Break Up With Cars” campaign, further driving home that Lime is the best alternative to help alleviate not just the headaches of car ownership, but the broader societal shift necessary to tackle climate change, improve street safety, and provide clean air in cities. Transportation is the leading contributor of carbon emissions in the United States and second globally, primarily due to car and truck use. Cars kill more than 1.3 million people globally each year, and particulate matter from tires is nearly 2,000 times more polluting than car exhausts, severely damaging air quality. It’s time to make a clean break from cars, and instead, ride Lime.