The content film:
The casefilm:
Swipe ups that linked to the film:
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.
Idea:
Prove that what Berlin loved before, can be loved again. By accepting the adidas “Original is Never Finished” philosophy with a love like never before.
Execution:
The Original scenes of “Original is Never finished” were re-created and newly interpreted for the BVG and then scene by scene shot in the same framings and light. The film was shot exclusively on BVG property using real BVG employees. Scenes were re-interpreted to symbolize the brand: Venus’s smile and wink symbolize BVG’s loving irony, the BVG Dab and mask behind the mask stands for the humor, and sprayer and cleaner symbolizing the conflict with Berlin’s graffiti culture. Finally, in order to honor the “Original is Never Finished” philosophy the BVG way, we created our anthem using the voices of all the real BVG employees cast in our film. Ambient noises from BVG train stations, overpassing trains, and maintenance centers were also recorded during shooting, then implemented afterwards into the soundtrack.
Result:
The film received 6,000,000 views on Facebook and YouTube, and 16,000,000 media impressions. In total, the earned media calculated to 1,300,000 euros. But most important of all, our love was shared by adidas Originals and its agency Johannes Leonardo (the original creators of the “Originals is Never Finished” film) at the 2018 Ciclope festival as well.
Credits:
Creative Director: Marielle Heiß
Art Director: Axel Spendlingwimmer
Copy: Austin Campbell
Director: Sören Schaller
Production: Tempomedia
