BVG‘s (Berliner Verkehrsbetriebe) — Berlin’s main public transport company — pilot project for contactless payment on its busses has been running since this summer, a program that the company wants to bring to the citizens’ attention with a rather unusual street musical. Teaming up with Serviceplan Campaign Berlin agency and with a band of unexpected singers: Bags and pockets, because “masks and singing don’t go together,” according to Myles Lord, Managing Director Creative at Serviceplan Campaign Berlin.
Wondering how to stage a music performance in times when masks are everywhere, especially on public transport, the Berlin-based agency’s team “hired” the everyday objects that are probably the most excited ones about the German company’s project: With contactless payment, commuters’ bags and pockets are finally liberated from change.
Part of the neighborhood or ‘Kiez’ musical, the bags and pockets seem to have their own style and musical taste. For instance, the Kreuzberg girl looks like being a fan of the punk genre whereas the Neukölln prefers street rap. Other personalities that are traveling by bus or are on their way to the bus are the Spandau Atze, the Mitte mum, and the eccentric Charlottenburg couple.
Their performance is captured in a one-minute-long video directed by Mario Clement. The bags and pockets, playing in harmony with a nostalgic new edition of Peter Schilling’s 80s hit “Völlig losgelöst,” are given life without using computer technology as a way to bring a tribute to the Muppets’ creator, Jim Henson. The “Kiez” name pays homage to the German word — mainly native to Berlin and Northern Germany — referring to a city neighborhood or a relatively small community within a larger town.
Christine Wolburg, Head of Sales & Marketing at BVG said: “We are happy to offer the contactless payment and love this campaign idea that’s just fun and catchy.” “Creativity is the key to problem-solving,” Lord continues, and it was thanks to creativity that the agency has “found a way to stage a musical that brings people joy.”
The short film will be visible across BVG’s social media channels and in pre-rolls as well as in OOH on buses and bus stations. Besides Serviceplan Campaign Berlin handling the idea and concept, Mediaplus Berlin was in charge of online media planning and booking, and Neverest for the production. Also, the video marks the next major project that the Berlin-based agency is implementing for the transport company.
Client: BVG (Berliner Verkehrsbetriebe)
Christine Wolburg: Head of Sales & Marketing
Frank Büch: Head of Marketing
Svea Barei: Head of Advertising
Susann Oecknick: Art Director
Nathalie Bove: Project Manager
Agency: Serviceplan Campaign Berlin
Myles Lord: Managing Director Creative
Susanne Caroli: Management Supervisor
Stephen Quell: Creative Director
Nils Frankenbach: Senior Art Director
Louisa Ziebell: Junior Copywriter
Elke Reibetanz: Managing Director Mediaplus Berlin
Tanja Walter: Group Head Consulting & Planning Mediaplus Berlin
Tim Stickelbrucks: Managing Partner
Aisha Blackwell: Executive Producer
Mario Clement: Director
Jule Everts: Producer
Mira Um: Executive Producer
Malte Schlieker: Head of Postproduction