Developing a new strategy and brand voice was essential for  Dribe, a car leasing company. The primary focus was to stimulate reflection on car ownership, necessitating a departure from traditional car salesman-style language to adopt a more playful and engaging tone. In this project, the emphasis was on activating Dribe's mascot, Dee, through an Instagram face filter.

Dee was positioned as the face of the brand, and the filter brought its personality to life across social media platforms. This approach provided a fun avenue to connect with users and contemporize the brand's image.