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2018 One Show - Public Relations

BVG x adidas – The Ticket-Shoe

Agency Jung von Matt AG / Hamburg

Client Berliner Verkehrsbetriebe (BVG)
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Annual ID

OS_PR18039M

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-savvy and spend big money on sneakers. To maximize activation, the sneaker was announced simultaneously across all media channels, including OOH and social media by BVG, adidas and legendary sneaker shop “Overkill,“ through influencer, “Overkill Marc“. The stores were branded with BVG’s design for the event, including benches pulled from trains. The sold-out sneaker reached cult status, re-sold for €3500 and was reported internationally, earning BVG 10.6 billion media impressions.