Completely contactless

Agency Network: 
Published/Aired: 
October 2021

Description

Serviceplan Campaign Berlin and BVG are highlighting the pilot project for contactless payment on BVG buses, which has been running since the summer, with a neighbourhood musical. As always with a lot of love for the German capital of Berlin, and a nod to its typical characters. A cast of neighbourhood personalities are featured by styling the campaign with various bags and pocket formats which might be associated with different styles and musical tastes, for example; the Kreuzberg punk girl, the Neukölln street rapper, the Spandau Atze, the Mitte mum and the eccentric Charlottenburg couple celebrate in and on their way to the bus. And always in harmony with a nostalgic new edition of Peter Schilling's 80s hit "Völlig losgelöst". Named a ‘Kiez’ musical in honour of the German word (mainly native to Berlin and Northern Germany) that refers to a city neighbourhood, or relatively small community within a larger town.

But how do you stage a musical during a pandemic, when everyone has to wear masks on public transport? Instead of the people singing, their bags and pockets are animated and sing the song. They are brought to life entirely without computer technology in a homage to Jim Henson and the Muppets.

Film advertisement created by Serviceplan, Germany for BVG, within the category: Transport.

Advertising Agency: Serviceplan, Berlin, Germany
Managing Director Creative: Myles Lord
Management Supervisor: Susanne Caroli
Creative Director: Stephen Quell
Senior Art Director: Nils Frankenbach
Junior Copywriter: Louisa Ziebell
Managing Director Mediaplus Berlin: Elke Reibetanz
Group Head Consulting & Planning Mediaplus Berlin: Tanja Walter
Managing Partner Neverest: Tim Stickelbrucks
Executive Producer Neverest: Aisha Blackwell
Director 27km: Mario Clement
Producer 27km: Jule Everts
Executive Producer 27km: Mira Um
Head of Postproduction: Malte Schlieker
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