Strategic partnerships for global brands
CHANGING SPACES — LIME Camden, London — May 2024 Client: Lime
Produced by Jane Davies
The project:
London's on-street parking occupies the equivalent of ten Hyde Parks. Lime wanted to make that invisible fact impossible to ignore — and to position themselves as a brand genuinely committed to greener, smarter cities.
The solution was a single, brilliantly simple idea. A non-ULEZ compliant 2007 Peugeot van — over 150,000 miles on the clock — was taken off the road and handed to street art pioneers 3D Joe & Max as a canvas. Using their signature anamorphic technique, the artists transformed it into a hyper-realistic optical illusion: from the perfect viewing angle, the van vanished entirely, replaced by lush green space and neatly arranged Lime e-bike parking bays.
Installed at 17 Hawley Crescent, Camden for two days, the artwork launched alongside Lime's independent report on London's shared e-bike parking crisis — generating the kind of earned media that a conventional campaign simply could not buy.
The brand partnership:
The activation was conceived to launch Lime's independent parking report by transport consultancy Steer and think-tank Centre for London — proposing solutions to London's e-bike parking challenge. The artwork gave a complex urban policy argument an immediate, visceral, shareable visual form — turning a white paper into a cultural moment.
The results:
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27 pieces of coverage across national and international press including Evening Standard, Metro and PR Week
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Generating a combined earned media reach of over 1.5 billion impressions
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100% hit rate of coverage relating back to Lime's brand message, delivering consistent, on-brand storytelling across every outlet.
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Measurable positive uplift in brand perception
Brand impact:
A wasted parking space became one of the most shared pieces of street art of 2024 — turning an urban policy argument into a cultural moment, and giving Lime the kind of authentic brand love that advertising cannot manufacture.
