The national launch of Hiyacar introduced the UK to a new way of thinking about car ownership. Positioned as the ‘Airbnb of cars’, the campaign aimed to spark excitement around peer-to-peer car sharing and drive sign-ups across the country. Through a fully integrated mix of OOH, digital, PR and social, the creative invited people to join the movement with the call to action #letsgohiya. From tube stations to fly posters, every touchpoint captured the brand’s energy and ambition to change how Britain gets around.