#BS: Lime. Greater than life’s lemons.

I love a fun pun.
Bonus points if it's clever. Top marks if it's timely.
And if it’s effective, just take my money.

A couple of weeks ago, Lime checked all those boxes with their "Good Service on All Limes" campaign.

With several Tube lines down due to strikes, commuters across London had to rethink travel plans. Lime stepped in with this clever activation, playing on “Good service on all lines” — and it worked.

The company saw a 74% increase in usage during commuting hours (vs. the previous week)!

Obviously, this spike didn’t happen in a vacuum. But this brilliant work certainly amplified things.

#BrandlySpeaking this is what it looks like to meet the moment with intentionality and wit.

And, to borrow Vikki Ross’s words, I’m adding this to my list of 'Lines I don't reckon AI could write' 💚