Berliner Verkehrsbetriebe (BVG) AöR

Statement of the jury

BVG, the Berlin Public Transport Authority, has undergone an unprecedented image change that hardly anyone would have thought possible at the outset. When the BVG launched its campaign with the slogan »Because we love you«, many Berliners still thought it was the tasteless and gratuitous claim of

a rigid and humourless public service oblivious to the actual reality of its passengers’ experiences. But the longer the campaign ran and the more original motifs were added, the more outrage turned into enthusiasm. From analogue posters to social media, the motifs, which reflect the day-to-day life of Berlin passengers in a witty and original way, won the hearts of Berliners. It is thanks to the consistent brand work focussed down to the last detail that it is now even possible to print the pattern of the seat covers ion coffee mugs, mobile phone covers and even pants in the fan shop. Time and again, the creators not only succeeded in being the talk of the media with their unusual motifs and PR ideas, but also won a host of awards for creativity. A particular coup in the series was the BVG’s official application for the

title of World Heritage Site. The way the formerly unloved transport company became a love brand is a fantastic success story.