Since car2go launched its new claim “Proud to share”, the overall objective is to celebrate the global sharing movement in a surprising and radical way.

Our idea was based on a logical conclusion: Who needs a garage when nobody needs their own car anymore? Instead of leaving these garages empty why not think of new uses for them.

Garage doors in car2go cities were transformed into advertising spaces with provocative statements about the philosophy of sharing and presented the world’s biggest car sharing company as part of a new type of urban lifestyle.

By branding 265 garage doors in five European countries, we took the next step to gain attention for the international sharing movement. Not only did we brand a place where you wouldn’t ordinarily find billboards but we did it with a message that was directed against the ownership based ideology that is still popular in these bourgeoise areas.

The idea was executed as an international guerilla outdoor and print campaign. Additionally a short making-of film and single motifs were presented on social media.