America Is An Idea
Lyft
Campaign
Films
Photography
Editorial Website
Impact
A timely and provocative storytelling campaign about immigrant communities under threat in America.
Lyft asked Even/Odd to help them take a stand in support of their immigrant drivers. We found stories that captured the immigrant perspective across America—and created a multi-platform campaign featuring 11 films, 13 photo stories, and an editorial website.
To ensure the nuance of the immigrant experience was preserved in the storytelling, over 80% of the project team were immigrants and/or first-generation Americans from backgrounds affected by Trump administration policies.
Films
Photography
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Editorial Website
We expanded the stories to create a “digital magazine” featuring long-form writing and investigative journalism. We partnered with Hello Monday on design and build.
→ Visit the website.
Impact
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The campaign launched on the 4th of July with a New York Times website takeover and NYT Magazine spread.
- 35 million impressions, 3 million+ content engagements in 2 weeks
- 100k+ rides donated, $4 million to ACLU through the LyftUp program
- Earned media in The Guardian, ABC News, Ad Age, and more
What We Did
Content Strategy, Creative Direction, Casting, Production, Post-Production, Photography, Copywriting
Recognition
Awards: Webby Award, Vimeo Best of the Year Nominee, Creative Circle Award (Gold), Awwward Site of the Day, FWA Site of the Day
Press: The Guardian, Ad Age, Muse by Clio, Shots
Credits
Creative Studio + Production Company: Even/Odd
Campaign Director for Film and Photography: Mohammad Gorjestani, Executive Producers: Malcolm Pullinger, Mohammad Gorjestani, Executive Producer for Content: Kacey Hart, Line Producers: Heron Bourke, Veronica Leon, Simran Mahal, David Feld, Andrew Scrivner, Rachel Barth, Film Directors: Mohammad Gorjestani, Andrew Batista, Haya Waseem, Tim Hussin, Erin Brethauer, Directors of Photography: Allison Anderson, Logan Triplett, Mika Altskan, Justin Kane, Editors: Ashley Rodholm, Olivia Merrion, Matt Sklar, Omri Shir, Color: Jenny Montgomery (Company 3), Sound Design + Mix: Joaby Deal (One Union), Chris Konovaliv (Audiolux), Photographers: Anumeha, Ike Edeani, Widline Cadet, Chris Gregory, Jeff Mercado, Leban Mahmoud, Head of Copy: Sean Conroy, Writers: Safy-Hallan Farah, Rudy Mondragón, Rachel Barth
Website Design + Development: Hello Monday
Client: Lyft
CMO: Joy Howard, ECD: Tim Roan, Creative Directors: Shachar Aylon, Joey Manin, Lead Producer: Ellen Black
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