Title	BVG - HACKING BERLIN PRIDE
Brand	BVG BERLINER VERKEHRSBETRIEBE
Product/Service	BRANDED "CHRISTOPHER STREET DAY" CAMPAIGN PARADE TRUCK
Category	D06. Live Advertising & Events
Entrant	DIE BOTSCHAFT COMMUNICATION GMBH Berlin, GERMANY
Idea Creation	DIE BOTSCHAFT COMMUNICATION GMBH Berlin, GERMANY
PR	DIE BOTSCHAFT COMMUNICATION GMBH Berlin, GERMANY

Name	Company	Position
Klaus Rehm	Die Botschaft Communication GmbH	CEO Consultancy
Tom Daske	Die Botschaft Communication GmbH	CEO Creative
Jan Köhler	Die Botschaft Communication GmbH	Executive Director Concept
Alexander Jarka	Die Botschaft Communication GmbH	Creative Dirctor Content
Michael Dielmann	Die Botschaft Communication GmbH	Senior Art Director
Henning Lemke	Die Botschaft Communication GmbH	Senior Copy/Concept
Katharina Langmann	Die Botschaft Communication GmbH	Senior Account Manager
Anne Plescher	Die Botschaft Communication GmbH	Account Manager

Write a short summary of what happens in the digital or ambient execution or campaign.

The Berliner Verkehrsbetriebe (BVG) truck represents our rolling “job advertisement”. Beyond doubt, we aren’t using the known empty phrases any regular HR department utilizes, choosing instead to use creative themes to address the CSD crowd at Berlin pride directly. Clearly ambiguous and with its famous BVG-irony we say: “Dream job: Traffic on a daily basis” (in German, a play on words with a slightly sexual double meaning – “Traumjob: Jeden Tag Verkehr.”). Photos and videos of our truck “job advertisement” were rapidly and widely shared on social media and across the web. Particularly for potential trainees, applicants and young professionals, the truck has helped secure the BVG’s reputation as an attractive employer with heart and a great humor, a notable image change for the BVG.

Cultural / Context information for the jury

As one of Berlin’s most noteworthy employers, the BVG is actively searching for new employees and trainees for several divisions of the company. Nevertheless, the BVG has recently experienced a drop in the number of applications and divisions such as the vehicle drivers’ division lack new workers. To make a change, BVG is investing in new and unexpected touchpoints, like the Berlin pride, to represent the company as a committed and interesting employer with diverse professions for prospective staff members. Over the last few years the BVG truck has become an institution of the annual pride. With witty wordings and eye-catching designs, the BVG truck helps out the company each year as open-minded, tolerant and confident – resulting in wide press coverage and social media responses that reach well-beyond the borders of the German capital. The truck represents a highlight of the parade that has been seen by thousands.