Helping make BVG Berlin’s most beloved brand

BVG had an image problem. Working with Berlin agency mamapapacola, I helped launch “Weil wir dich lieben”, a campaign built around the idea that public transport is an essential part of Berlin life, even when the relationship between the city and its transport network can be complicated.

A TVC and a large body of OOH introduced a more self-aware, affectionate voice that could acknowledge the frustrations of travelling in Berlin while still making the brand feel inseparable from the city.

The line quickly escaped paid media. Berliners adopted the hashtag, other brands riffed on it and graffiti artists repurposed it around the city. The work helped establish the kind of irreverent, “sassy brand” voice that later became commonplace on social.