Background:

Since 2015, the BVG (Berlin’s Public Transport) has used irony and wit in their “Because We Love You” communication campaign to reflect Berlin’s culture and humor. But Berlin is a city that is always changing. Today it’s modern, metropolitan and fashionable. Qualities that weren’t so prominent only four years ago. To have BVG reflect Berlin’s culture again, we released the BVG x adidas Original ticket shoe. But due to adidas’s control of communication, the BVG humor was missing.

Task:

Bring BVG’s original “Because We Love You” irony back to Berlin without losing the street credibility earned from our BVG x adidas Originals ticket shoe collaboration.

Insight:

adidas’s “Original is Never Finished” isn’t just a slogan. It’s a philosophy with an open invitation.

The film was shot exclusively on BVG property and was cast using real BVG employees who all volunteered following an internal company staff e-mail.