The Lyft: #LyftOffCampus campaign focuses on leveraging data-driven insights to create highly relatable and engaging narratives for college students. Using Lyft's data, we crafted targeted copy that resonated with students’ lifestyles, from late-night outings to nature escapes. The OOH advertisements were strategically placed across college campuses, featuring scenarios students encounter daily, such as grabbing coffee after class or heading to a social event. This placement, combined with playful and relatable messaging, ensured the campaign connected deeply with its audience, positioning Lyft as their reliable and budget-friendly “friend with a car.”