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2018 ADC Awards - Advertising

BVG x adidas – The Ticket-Shoe

Agency Jung von Matt AG / Hamburg

Client Berliner Verkehrsbetriebe (BVG)
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Annual ID

ADC_ADV18048S

About the Work

Berlin’s culture is based in the anti-establishment. Young Berliners hate BVG transit so much that they don’t buy train tickets when forced to use it. To get young Berliners to respect BVG, we won the respect of the hottest underground brand: adidas. With the limited edition BVG x adidas Originals EQT Berlin. The sneaker that’s a yearly ticket for BVG. Berlin is the streetwear capital of Europe. We found that, despite Berlin’s rebellious nature, young Berliners are still fashion-savy and spend big money on sneakers. The shoe’s iconic attribute is the camouflage pattern, existing in BVG’s trains since the 1990s. It features BVG transit symbols, a camouflage sole, and tongue validating itself as a yearly ticket. It comes with three additional lace colours, and a special BVG box. The sold-out sneaker reached cult status, re-sold for €3500 and was reported internationally (activation, launch, resale) earning BVG 10.6 billion media impressions.