Campaign details

Brand: Berliner Verkehrsbetriebe (BVG)
Agency: Jung von Matt AG and GUD.berlin and achtung!

Challenge

Berlin. Apart from its harsh yet diverse image, Europe's vibrant metropolis stands for modernity, innovation and trends. Opinion leaders rule on what is cool and modern. But how can the BVG as a public transport provider earn the respect of these trendsetters?

Strategic Considerations

By being respected by the world's coolest underground brand: adidas. And by real sneaker heads. Jointly with adidas BVG designs the limited edition BVG x adidas Originals EQT Berlin. What's special about the footwear? The familiar camou. age pattern of the BVG carriage seats serves as a design element for the sneakers, turning them into a collector's item. In addition, an annual ticket is worked into the tongue of the sneaker. If user have the sneaker on their foot, it's valid as a ticket on all BVG vehicles for a whole year.

Execution