BVG x adidas – The ticket-shoe
Award: Graphite Pencil
Graphite Pencil / Experiential / Tech Led / 2018
To shift young Berliners' perceptions of transport system BVG, it won the respect of the hottest underground brand, adidas. A limited edition BVG x Adidas Originals EQT Berlin sneaker was launched, with stores decked in the former's iconic camouflage pattern, salespeople kitted out in BVG gear, and windows painted to resemble train carriages. A special music track called BVG – adidas was also created for the campaign. Having sold out immediately, the sneakers were resold for up to €3,500 online.
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