S-Bahn München: Stell dir vor, es ist Verkehrswende und alle machen mit
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Credits
Company / Customer
Details
Imagine we're talking WITH the people it affects – not about them. Real personalities in Munich are the protagonists of the entire campaign! From the campaign film over social content and interviews to digital ads and OOH motifs: instead of casting models, real personalities with very different realities lead through the campaign. And the whole city and surrounding area notices it.
The Jury‘s Statement
The S-Bahn Munich has hit the pulse of the times with its campaign "Imagine, it’s traffic change and everyone is doing it": Brands can score with authenticity. By focusing on real Munich personalities from different living environments, a "real" and inclusive brand communication emerged that has reached and moved the whole city and the surrounding area. The creative approach, the direct approach and the comprehensive presence across different channels are a remarkable achievement of integrated brand communication. The commitment to a sustainable transport transition makes the campaign a convincing example of socially relevant brand work.
