ADC Awards
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Category
Wildcard
Annual ID
ADC103_EXP020M
About the Work
Berlin's public transport company, the BVG brings the love for its passengers on the biggest stage possible - with a musical!
Background
The BVG, Berlin's public transport company, is the heart of Berlin. The claim says it all: `BVG. Because we love you.’ For more than ten years, the BVG has been celebrating its unconditional love for all its passengers. Mostly with catchy songs. So much music, so much love! And what is the most impressive expression of both?
A YouTube comment provided the answer - @bonnicastellane7287 was right: `Now it's time for a BVG musical!’ The community immediately loved it. So, we had no choice.
Idea
Presenting: `Tramway to Love - The BVG Musical of Public Transport’ … or, as the Berlin press put it, `the next level of marketing escalation’.
That's right, we developed an entire musical for the BVG: costumes, set designs, nine specially composed songs and a story full of kitsch and great emotion. The BVG musical cheekily elevates advertising to an art form - a visual celebration of Berlin, straight from the heart of the brand.
Execution
The hour-long musical is full of visual references to the iconic design of the Berlin underground and represents the deep connection between the BVG and Berlin. The press went wild. Berliners queued up for the opening show in one of Berlin's most famous theatres - all tickets sold out in just 24 hours. The live stream blew up with love and viewers. The live stream blew up with love and viewers. `Tramway to Love’ generated 606 million contacts and a media value of €16 million. BVG's love for Berlin got the stage it deserved. And public transport finally got a standing ovation!
Background
The BVG, Berlin's public transport company, is the heart of Berlin. The claim says it all: `BVG. Because we love you.’ For more than ten years, the BVG has been celebrating its unconditional love for all its passengers. Mostly with catchy songs. So much music, so much love! And what is the most impressive expression of both?
A YouTube comment provided the answer - @bonnicastellane7287 was right: `Now it's time for a BVG musical!’ The community immediately loved it. So, we had no choice.
Idea
Presenting: `Tramway to Love - The BVG Musical of Public Transport’ … or, as the Berlin press put it, `the next level of marketing escalation’.
That's right, we developed an entire musical for the BVG: costumes, set designs, nine specially composed songs and a story full of kitsch and great emotion. The BVG musical cheekily elevates advertising to an art form - a visual celebration of Berlin, straight from the heart of the brand.
Execution
The hour-long musical is full of visual references to the iconic design of the Berlin underground and represents the deep connection between the BVG and Berlin. The press went wild. Berliners queued up for the opening show in one of Berlin's most famous theatres - all tickets sold out in just 24 hours. The live stream blew up with love and viewers. The live stream blew up with love and viewers. `Tramway to Love’ generated 606 million contacts and a media value of €16 million. BVG's love for Berlin got the stage it deserved. And public transport finally got a standing ovation!
2024 Awards
Total Points: 3
Merit Honor
Credits
Agency
Jung von Matt AG / Hamburg
PR / Marketing Agency
we love pr GmbH / Hamburg
Production Company
DIGITALSINN Hamburg / Hamburg
Music / Sound Production Company
Not A Machine GmbH / Berlin
Art Director
Sarah Chabaane
Chief Creative Officer
Daniel Schaefer
Szymon Rose
Composer
Fabian Reifarth
Kolja Bustorf
Copywriter
Wanda von-Mandelsloh
Creative Director
Michael Wilde
Director
Christoph Drewitz
Executive Producer
Daniel Dündar
Lutz Lieberknecht
Motion Designer
Oliver Knoth
Sound Designer
Dominik Novak
Senior Art Director
Leo Cucic
Senior Copywriter
Natalia Rüger
Assistant Director
Robin Scheel
Choreography
Jonathan Huor
Client Service Director
Annette Krebs
Co-Author
Tom Van Hasselt
Costume Maker
Claudia Nitzsche
Esemble
Alina Niehaus
Anastasia Troska
Dominik Müller
Gino Emnes
Ilias Sidi-Yacoub
Jeannine Wacker
Nico Wendt
Safiyah Galvani
Steffi Irmen
Jendrik Sigwart
Event Agency
nuts communication GmbH / Nürnberg
Head of Production
Ralph Teichmann
Head of Sales & Marketing
Christine Wolburg
Light
Fridthjofur Thorsteinsson
Managing Director Creation
Dörte Spengler-Ahrens
Music Direction
Hauke Wendt
Producer Assistant
Carlotta von Schwerdtner
Kerstin Dautel
props maker
Karoline Hinz
Senior Account Manager
Hannah Bröcker
Set & Costume Designer
Adam Nee
Set build
hertzer GmbH
set painter
Myriam Dostal
Sandra Markgraf
Social Media Agency
GUD.berlin GmbH / Berlin
Wig maker
Sebastian Weber
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