German creative agency Jung von Matt [JvM] are ceaselessly thinking of ways to push their clients' brands forward, but in this case, they also pushed them together.
Berlin's public transport operator, Berliner Verkehrsbetriebe [BVG], were tasked with maintaining customer and employee satisfaction in the face of financial setbacks. With Berlin's transport systems relying on the honesty of travellers, customer satisfaction had a special significance. There are no turnstiles in the city, so enforcing ticket payment is particularly tricky, especially when combined with Berlin's underground and anti-establishment culture.
As they approached their 90th year of operation, BVG needed to change their brand perception so that Berlin's youth would respect the company, and pay for their tickets.