Zipcar: “Metropolis”

Because so many Americans are reassessing whether they actually need a 24/7 automobile and the costs associated with owning one, advertising and creative company, Colossus, is launching “Metropolis,” an integrated marketing campaign for Zipcar that touts the advantages of reserving a car through the service when one is needed.

Hailed as the future of shared transportation when it debuted in 2000, Zipcar has recently been overshadowed by ride-sharing services like Uber and Lyft, so its marketing has focused on transactional and utilitarian messages. The brand needed a boost of humanity and relevance. Its core target is city dwellers who don’t own a car or ask themselves, “Why in the world do I own a car in the city?”

The agency was given the difficult task of creating a campaign that could function in both a timely and an evergreen way—on a relatively small budget. Initially planned as a summer message, the project became more strategic and the work was tinkered to refresh the Zipcar brand with assets and a messaging platform that will resonate for years to come, renew its focus on city dwellers and make a more-emotional appeal.


To celebrate the close connection of the city and its residents, Colossus built a charming world of color and characters in “Metropolis” to bring to life all the different personalities you’d see on a city block. The intent was to add a layer of whimsy and distinction in the otherwise unremarkable car rental category and serve as a light-hearted celebration of city living and all that it has to offer (with a Zipcar, of course.)


The new effort includes animated videos, emails, newsletters, banners and a Zipcar website refresh. This sprawling campaign and tools offer a refreshing new look at Zipcar’s brand and interfaces across various devices.

“The Zipcar brand was in need of some oomph,” explained Travis Robertson, Colossus ECD. “Over the years, the transactional product benefit had become the messaging hero, but the emotional hook had gotten lost. We worked to build a likable and relatable brand personality, and a colorful reimagining of the design system—all housed in the flexible brand universe that is ‘Metropolis.’”

This is Colossus’ first project for Zipcar and it won the assignment in March.