Lyft and Cut+Run Celebrate the Gender Spectrum with “Two Is Too Few”

 

By Egotist / /

A new video campaign via Lyft honors the spectrum of LGBTQ+ humanity with the fact that people should no longer have to define their gender by ticking one of only two boxes. The film, Two Is Too Few, edited by Ben McCambridge at Cut+Run, celebrates that all expressions of gender identity should be recognized. Supporting the visual message is a music track recorded in 1969 by pioneering transgender soul singer Jackie Shane, who passed away earlier this year.

It’s not just talk, there’s action: Lyft is introducing pronouns to its passenger app, and is the first rideshare network to offer many gender and pronoun options, as well as the option to not state or list. In support of its transgender drivers, Lyft is offering free resources through National Center for Transgender Equality (NCTE) advising on the name change process, and are providing $200 financial support for name change fees, executed in partnership with NCTE. Through Lyt’s program Round Up & Donate, Lyft passengers have raised $3 million to date for Human Rrights Campaign (HRC), the nation’s largest lesbian, gay, bisexual, transgender, and queer (LGBTQ) civil rights organization.

“We wanted to create a film both celebrating queer history while also demonstrating that gender has always existed outside of the male/female binary,” says Tori Main, Lyft Artistic Director.

“The fight for equality is a community effort and this was our opportunity to model how brands can use their influence to create bodies of work that push the popular cultural narrative to amplify, uplift, and serve marginalized voices,” adds Jane Goodwin-Bell, Lyft Creative Copywriter.

Credits:

Client/Agency: Lyft Direct
ECD: Tim Roan
Artistic Director: Tori Main
Director of Production: Alex Spahr
Lead Creative Producer: Ellen Black
Creative Copywriter: Jane Goodwin-Bell
Art Director: Tori Main

Editorial: Cut+Run
Editor: Ben McCambridge
Assistant Editor: Max Holste
Producer: Caylee Banz
Executive Producer: Deanne Mehling

VFX/Finish: Jogger
Lead Flame Artist: Brendan Crockett
Producer: Caylee Banz
Executive Producer: Deanne Mehling

 

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