The Ticket-Shoe

Insight

Berlin's youth culture is based on anti-establishment, which also means being anti BVG (transport company).

Idea

Earn the respect of commuters by finding a place in their culture.

Execution

A shoe that's also a yearly ticket.

Notes

Clever brand partnership, overcame disrespect by partnering with the most respected fashion label by young people. Also clever to make the shoes a yearly ticket.