Foundry puts Urban Optimists on the road for Lime

The developed content concept portrays four Urban Optimists - people who participate in or contribute to urban mobility and urban life in their very own way: A poetry slammer, an actress-caterer, a climate activist and two rap educators tell personal stories and explain what "Unlock Life" means in their concrete everyday life.

For example, Stefan, a poetry slammer from Hamburg, talks about the importance of personal freedom as a source of artistic inspiration - and logically presents the whole thing in the form of a poem he has written himself. Or Julia, founder of the environmental initiative "Clean Up Munich": She talks about how important it is to finally follow up the demand for more environmental protection with concrete action - ideally by doing it yourself.

"The cinematic portraits, which like the launch campaign eschew traditional product penetration, tell authentic stories of inspiring people for whom mobility is more than just a ride from point A to point B. The film's content is also a source of inspiration. People who use e-scooters not out of convenience, but out of conviction," says Roman Balzan, Marketing Lead EMEA at Lime.

Sacha Moser, Foundry's founder and chief executive, adds: "The campaign is made for people who don't just blindly consume, and for whom an accumulation of possessions is not the measure of all things. We want to reach those who think about tomorrow today and start living change, reinventing mobility and doing the right thing now."

A total of four ambassador films and one overarching brand film were created in various lengths for a wide range of applications. Distribution is primarily via social media channels.