Barcelona, Spain (May 5, 2025) — Lime—the world’s largest shared electric vehicle company—has teamed up with Barcelona-based Doce Studio to launch The Streets Are Green Again, a new social campaign that’s equal parts spectacle and strategy. The campaign marks Lime’s celebratory arrival to Barcelona, with 500 of its Gen4 e-bikes recently launching for the first time in the Catalonian capital, reinforcing the city’s status as a growing European micromobility hub.
At the center of the launch is a surreal, scroll-stopping CGI video that reimagines Lime e-bikes as oversized XXL vehicles, cruising through the plaza in front of the Sagrada Familia—one of Barcelona’s most iconic landmarks.
Designed for maximum shareability and thumb-stopping power, the clip reimagines Lime’s Gen4 e-bikes at surreal proportions using cutting-edge AI footage. It’s a cheeky visual metaphor for the growing impact of sustainable transportation—and a showcase of how brands can creatively activate cities to spark engagement. The campaign will live on Instagram with further distribution on TikTok.
“We wanted to launch in Barcelona with something that felt impossible to look away from,” says Christian Navarro, Director of Brand Marketing at Lime. “The Streets Are Green Again is more than just a campaign – it’s meant to be a creative statement about the scale of impact micromobility can have on cities when done right. By exaggerating the scale of our bikes in such an iconic location, we are tapping into a sense of wonder and imagination. All while sending a clear message that sustainable transport isn’t just necessary – it can be fun, culture-driven and visually magnetic.”
“The creative process of Doce Studios for the campaign The Streets are Green Again focused on highlighting the positive impact of Lime’s arrival to Barcelona, just as spring begins to fill the air,” says Luchi Nóbile, Creative Director of Doce Studios. “As the central piece, a CGI FOOH was developed, digitally intervening one of the city’s most iconic landmarks: the Sagrada Familia, where two giant bikes ride through the church, astonishing two young people. This main asset was complemented by a fresh photo campaign that captures the essence of moving through the city with Lime.”
The campaign, designed to blend cultural relevance with digital spectacle, spotlights Lime’s commitment to innovative storytelling on social platforms. The campaign features two well-known Barcelona based-influencers, Maria Vallespí and Pau Joan Miquel. Each of these influencers will also activate across their own channels to reach new and existing audiences. Together, these two creators bring local authenticity to the stunt – ensuring the content is equal parts local and engineered for global shareability.
The oversized bikes serve as a bold visual metaphor for Lime’s mission to reimagine how people move through cities. By scaling up the everyday e-bike, the campaign invites viewers to think just as big about the role micromobility can play in transforming urban life. It’s a creative call to action—encouraging people to picture a future that’s greener, more sustainable, and full of possibility. The social video content can be found here.
