Back in 2014, Berlin’s public transport company BVG was struggling with a serious image problem—nobody seemed to love them. They were in desperate need of a fresh start, a chance to reconnect with the people of Berlin and rekindle the relationship. To tackle this, I teamed up with Berlin creative agency mamapapacola for its boldest campaign yet—a heartfelt effort to transform the way the BVG was perceived.

The campaign was grounded in a simple but powerful idea: BVG’s role in Berliners’ daily lives is essential, even if it often goes unnoticed or underappreciated. We wanted to remind people that BVG is more than just a transport service—it’s a part of the city’s fabric, always there to keep the city moving. 

With the new brand claim “Weil wir dich lieben,”, a TVC and a flurry of OOH assets, we created a campaign that not only refreshed BVG’s image but also tapped into the emotional connection people have with the city and its quirks.

The impact was immediate and profound. The campaign didn’t just change the brand’s image—it set a new precedent for the “sassy brand” tone of voice that has since become ubiquitous.

BVG quickly regained street credibility, with locals embracing the hashtag #weilwirdichlieben on social media, other brands riffing on the line, and even graffiti artists repurposing it across the city.