Bringing students back into the picture

ZIPCAR UNIVERSITY CAMPAIGN

THE OPPORTUNITY:

Reintroduce Zipcar to Gen Z students through a strategically integrated back-to-school campaign.

THE THINKING:

When we looked at what students want right now, a clear truth emerged.

Gen Z values community and belonging—but being constantly connected comes with a cost. They’re craving simpler, more meaningful moments, deeper connections, and ways to express who they are. Even small touches of nostalgia can feel like self-care.

Digital detoxing

With Zipcar nearby, car-free living becomes care-free living. It gives students an easy way to get off campus, spend time with friends, and make affordable memories that are just a tap away.

Convenience is liberating

THE STRATEGY:

Show that convenient Zipcar trips enrich the campus experience.

THE CREATIVE IDEA:

It’s the little trips

Little is in regards to ease and convenience. Not the big, unattainable getaway. The quick snack run. The spontaneous break from campus. All just a tap away.

Zipcar makes those little adventures effortless (and always affordable), turning off-campus moments into something memorable.

MY ROLE:

I led a team of designers, copywriters, and external video editors, partnering closely with both the Zipcar brand team and university stakeholders. From early concept through final delivery, I oversaw the creative, ensuring a consistent, student-first expression.

Built a flexible creative center to support a fully integrated 360º back-to-school campaign.

Produced an in-house shoot with friends and employee talent, saving five figures in production costs
Created a tactile, collage-driven aesthetic rooted in Gen Z’s analog nostalgia
Built modular Snapchat and YouTube assets for high-volume, low-cost scaling
Activated the idea on campus through events, ambassadors, and surprise moments

THE IMPACT:

Grew usage + members

More than doubled student applications YOY (Aug-Nov) and huge boost in reservations (+30%).

Gained brand lift

The campaign created increases in all aspects of awareness, most notably Brand Consideration (+17%), Brand Favorability (+15.5%), and Purchase Intent (+16.7%).