A new video campaign from Lyft celebrates the gender spectrum and honours LGBTQ+ humanity with the fact that people should no longer have to define their gender by ticking one of only two boxes. The film, 'Two Is Too Few,' edited by Ben McCambridge at Cut+Run, boldly celebrates this truth with striking beauty and the unapologetic stance that all expressions of gender identity should be recognised. Supporting the visual message is a music track recorded in 1969 by pioneering transgender soul singer Jackie Shane, who passed away earlier this year.
It’s not just talk, there’s action: Lyft is translating the conversation to activation by introducing pronouns to its passenger app, and is the first rideshare network to offer many gender and pronoun options, as well as the option to not state or list. In support of its transgender drivers, Lyft is offering free resources through National Center for Transgender Equality (NCTE) advising on the name change process, and are providing $200 financial support for name change fees, executed in partnership with NCTE. Through Lyft’s program Round Up & Donate, Lyft passengers have raised $3 million to date for Human Rights Campaign (HRC), the nation’s largest lesbian, gay, bisexual, transgender, and queer (LGBTQ) civil rights organisation.
“We wanted to create a film both celebrating queer history while also demonstrating that gender has always existed outside of the male/female binary,” says Tori Main, Lyft artistic director.
“The fight for equality is a community effort and this was our opportunity to model how brands can use their influence to create bodies of work that push the popular cultural narrative to amplify, uplift, and serve marginalized voices,” adds Jane Goodwin-Bell, Lyft creative copywriter.
Creative Agency: Lyft Direct
Executive Creative Director: Tim Roan
Art Director: Tori Main
Copywriter: Jane Goodwin-Bell (Creative)
Director of Production: Alex Spahr
Creative Producer: Ellen Black (Lead)