To celebrate its five-year anniversary in Los Angeles, Lyft wanted to find a unique way to give back to its drivers and the local community. So the ride-sharing service tapped its new creative agency of record, Wieden & Kennedy New York, to create a head-turning activation: painting the historic La Cienega Car Wash & Oil Change bright pink.
Wieden & Kennedy hired event producers Stoelt Productions to put together the program, which launched on July 14 and will run for 30 days. Lyft drivers who come by the car wash can get $1 washes, as well as discounts on oil changes and other services. Lyft plans to donate all proceeds to the Los Angeles Regional Food Bank.
In addition to the eye-catching pink paint, a nod to the color of Lyft’s logo, Stoelt Productions created signage inspired by classic Los Angeles car washes. Atomic Props & Effects modified the venue’s existing sign, creating a retro marquee sign using LED bulbs and neon.
The production company's founder, Matt Stoelt, says it took about seven days to transform the car wash after they found the ideal location. “We had to locate a venue that was iconic in nature and that was visible in the market,” he explained. “Most car washes in Los Angeles would have had an issue handling the extra capacity. Also, the condition of most of the structures was too poor to paint or retrofit.”
The car wash is maintaining its normal operations for the duration of the activation; Lyft drivers are directed to a dedicated lane by costumed brand ambassadors. Drivers were notified of the service through the Lyft app, and Stoelt estimates that roughly 100 drivers have taken advantage every day since the program launched.
