Lime Like a Bird
Jemimah Jacob
jjaco001@gold.ac.uk
The “Lime Like a Bird” campaign is a strategic collaboration between Lime and Google Maps designed to redefine micro-mobility through emotional storytelling, smart navigation, and community empowerment. By integrating safer, smarter routing features into Google Maps, the campaign addresses safety concerns, especially for women and vulnerable users at night, allowing customers to utilise navigation from a "Bird's Eye view". Through stylised visuals, relatable narratives and animated storytelling, the campaign humanises mobility and reframes Lime as a trusted, inclusive transport solution. Targeting Gen Z, Millennials, and older generations, it aims to shift public perception, reduce dependency on cars, and expand access in rural transport deserts. Out-of-home advertising, influencer-led activations, and a four-part video series communicate freedom, independence, and safety, symbolised through the recurring motif of flight. Ultimately, “Lime Like a Bird” transforms Lime from a convenience into a vital tool for personal empowerment, aligning with UK priorities around sustainability, active travel and inclusive design.
