BVG – Pattern of Diversity
In Berlin, everyone rides the BVG - regardless of skin color, age, religion, sexual orientation or cultural background.
To help the BVG highlight and celebrate this diversity, we came up with an idea that no one in Berlin can miss: We transformed the generic pattern of public transit seats into a colorful scene of silhouettes as diverse as the people of Berlin themselves.
Turning a boring piece of public transportation into Berlin‘s biggest advertising platform for diversity – and racking up two handfuls of awards along the way.
OUR ROLE
Concept development, Copywriting, Art direction, Design, Production supervision, Postproduction
To really reach all Berliners, we translated the brand claim "Weil wir dich lieben." into all languages - even into Bavarian - and made the pattern tactile for everyone who can’t see it.
And while we were at it, we launched the pattern as a streetwear collection with QS by s.Oliver and Zalando so the Berliners could carry it through the capital themselves.
CREATIVE CREDITS
AGENCY
Jung von Matt
PRODUCTION
Markenfilm, Represent
IDEA
Martin Stöpel, Winfried Scheller
ART DIRECTION
Martin Stöpel, Robin Seufert, Jakob Cassebaum, Jonas Lenger
COPY
Winfried Scheller, Oscar Engelhardt
CD
Michael Wilde
CCO
Dörte Spengler-Ahrens