For the latest brand campaign by Berliner Verkehrsbetriebe (BVG), Tobias Schult photographed in Berlin. The images were created alongside the TVC shoot and are part of the latest chapter of BVG’s long-running motto, “Weil wir dich lieben” – “Because we love you.”
Together with Jung von Matt Hamburg, BVG declares Berlin the “real city of love.” With typical Berlin humour, the campaign plays with the city’s quirks, diversity and sense of community – while also taking a tongue-in-cheek swipe at the romantic image of other metropolises. A play on the word “Leder” (leather) references Berlin’s famous fetish, techno and LGBTQIA+ scenes, celebrating the colourful diversity and eccentricity the city is known for.
More than 3,000 posters bring the message to the streets of Berlin. Behind the punchlines lies a more serious idea: the campaign aims to encourage greater awareness and consideration for one another in everyday urban life.
