Cannes Lions

BVG x adidas – The ticket-shoe

JUNG VON MATT, Hamburg / BERLINER VERKEHRSBETRIEBE (BVG) / 2018

Awards:

1 Gold Cannes Lions
2 Bronze Cannes Lions
4 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

Change hate to respect by winning the respect of the hottest underground brand in the world: adidas Originals. With the limited edition BVG x adidas Originals EQT Berlin. The sneaker that’s a yearly ticket for the BVG transit, and features the camouflage pattern existing in BVG trains since the 90’s.

Execution

The shoe’s filled with BVG design elements. The iconic retro camouflage pattern comes from the train interiors existing since the 90s. The reinvented silhouette of the adidas EQT 93/17 (also first released in the 90s) was selected to compliment the pattern. It also features embroided transit symbols, the BVG logo, a camouflage sole, and a BVG ticket tongue. The laces are in BVG yellow, and the sneaker’s wrapped in Brandenburg-gate paper (the same graphic found on train windows), and boxed in BVG camouflage.

To maximise exposure, the activation was launched across all media channels (Facebook, Instagram, Twitter, OOH, website) of BVG, Overkill, and adidas_de simultaneously, seven days before release. On the day of the event, customers found the adidas and Overkill store branded and furnished with BVG train elements, including train seats reassembled in-store. Salesmen surprised customers by wearing BVG uniforms, and the BVG CEO welcomed the first customers herself.

Outcome

The sneaker immediately went viral following its announcement, with international media reporting the sneaker the next day. Reporters arrived on-site at Overkill and the adidas store several days ahead of launch to interview the customers who camped outside up to five days in freezing temperatures. After stores opened, the sneaker sold out in just three hours.

The press (eg : The Guardian, Vice, New York Times, NPR) covered the sneaker in three phases (activation, launch, resale), achieving media impressions of 10.6 billion and an estimated earned media of €14.637.368. Worldwide headlines praised BVG for doing what many thought impossible: Making public transportation cool. Special interest publications celebrated the sneaker for utilizing collaboration over technology for ground-breaking innovation. Finally, the cult sneakers re-sold on Ebay for up to €3500. In the end, we made young Berliners pay for tickets, and made not only Berlin, but the world pay respect to BVG.

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