The Ticket-Shoe: The Ticket-Shoe

In Germany, adidas helped to transform the attitudes of young Berliners towards their city’s public transport company, BVG, by converting adidas Originals into annual transport tickets.

The story behind the campaign

Inspiration and development

We always make sure that creativity is at the centre of our approach for our clients. We took a closer look at Berlin and the target group of Berlin’s public transport company, BVG, and concentrated on the young Berliners – who are not fans of BVG. We analysed what young Berliners are interested in and to make them change their habits and do the right thing, we needed to find ways to make something seemingly so boring, cool.

Challenge and creative concept

Berlin is a very special city with a culture based...

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