It’s the little trips
We turned nostalgia into membership. And drove 2x student applications and 30% more reservations for Zipcar.
The Challenge
As students returned to campus post-pandemic, Zipcar needed to re-engage Gen Z—and remind them we were still there, ready when they needed us.
The Idea
“It’s the little trips.”
A modular storytelling platform celebrating off-campus micro adventures with Zipcar as the enabler of life’s small, but meaningful experiences.
The Insight
Gen Z’s embrace of Y2K aesthetics isn’t about memory.
For them, nostalgia is a form of self-care.
In an algorithm-driven world that flattens individuality, small moments like a snack run or hangout bring back the authenticity and care-free spirit of a bygone era.
My Role
I built a new creative strategy from scratch—turning a seasonal campaign into an emotional, repeatable brand system designed to build mental availability.
Insight
Led insight development through supplemental research on Gen-Z emotional drivers.
Narrative
Defined the core narrative—"It's the little trips"—and wrote the launch video script. Also wrote the full headline bank used across OOH, digital, and social.
Year 2 expansion
Evolved the narrative to include the deeper why: self-discovery. Led creative direction for the new CTV video and built a comms matrix aligning message, barrier, and channel across the funnel.
The Results
2x
YoY increase in student applications
30%
Boost in reservations
17%
Lift in consideration and purchase intent