An Explanation about Lyft Wildcard…or No, Really, It’s About Us
Jun 9, 2015
There’s been a lot of chatter about the Lyft Wildcard contest. We’ve created a piece to submit, and we’re nothing if not always interested in explaining our work and examining our industry.
So, enjoy the following short video explaining why we decided to forgo showering this weekend in favor of hoisting heavy lights and passing cupcakes back and forth.
But before you do, a few thoughts:
1. As creative people, we thrive on different, challenging work and we looked at this as an opportunity to do something outside our “norm.” So we corralled a ragtag band of our talented misfits to see what we could create in the span of a few days.
2. If Lyft was the ridesharing version of ISIS, we’d have said, “Ahem, no thank you.” We entered into this process with our eyes fully freakin’ open, and didn’t decide to move forward until we’d done our research and gotten a “hell yes!” from every person that would need to be involved. And it was important that we didn’t just create a video, but that we thoughtfully examined how else we wanted to tell this as a Centerline story. Every move we made over the past few days was choreographed so that we delivered a curated experience, while still taking advantage of in-the-moment social moments…which is EXACTLY what we advocate to our clients. So, yeah, we try to eat our own lunch. Or whatever the expression is. Drink your juice, Shelby.
3. Everyone starts somewhere. As the book says, Everybody Pitches.* I don’t believe in giving work away for free, but there’s a distinct difference between giving away full creative and making a video pitch. We believe the ask was for the latter. That being said, I do understand the nature of the pitch process. Do I want to buy something without seeing or touching it? Not very often. Do I appreciate being called an underdog agency? Don’t care. Big agencies were once small shops, too.** You only build a portfolio of work by actually doing the work, and yes, sometimes you go a little farther so that you can stretch into new territory.
We aren’t looking at Lyft or the contest the same way that teenage girls look at Harry Styles, with a worshipful reverence that borders on shiny-eyed zealotry. But we aren’t so cynical that we rolled our eyes or shook our fists in outrage when the call went out; we carefully and democratically decided to go all in, on our own terms. If you’d like to chat more about this or want to know how exactly I create that topknot, find me on Twitter at @eringrohs23.
*I am writing this book. Stay tuned.
** Well, until the 1980s, when everybody bought everybody.
I started my career in technology and consumer public relations. For years, I managed global PR and sales teams, from Mexico City to Milan. I like to think I’m a good problem solver — I’m also a kickass speed-reader and I play a mean game of catch. I transitioned to marketing because I wanted to be more involved in the strategy behind the content, creative and messaging. At Centerline, I work with incredibly smart, fun, talented and all-around-rad people that make me want to be MORE awesome every day. I work side-by-side with strategy, creative and project management teams to help define our clients’ short- and long-term needs and develop and execute communication strategies that support those business objectives and marketing goals.