Timothee Chalamet's ride to the premiere of A Complete Unknown on a Lime bike ingeniously elevated the brand's public profile, blending celebrity culture with everyday transport.
"It wasn't staged: We had no idea it was going to happen," says Ellie Bird, Lime's UK brand leader, highlighting the unexpected nature of the publicity.
"Ultimately Timothee is in the middle of a press tour, and everything that he does is very constructed... a team of over 10 people worked on that," notes PR expert Sasha Mills.
The choice of a Lime was a smart one, as it infused a casual, authentic vibe into the glamorous world of Hollywood premieres.
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