| Title | BVG UNDERGROUND RAINBOW |
| Brand | BVG (BERLINER VERKEHRSBETRIEBE) |
| Product/Service | BVG (BERLINER VERKEHRSBETREIBE) |
| Category |
A01. Glass |
|
Entrant
|
DIE BOTSCHAFT COMMUNICATION GMBH Berlin, GERMANY
|
|
Idea Creation
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DIE BOTSCHAFT COMMUNICATION GMBH Berlin, GERMANY
|
|
Production
|
TAPE THAT – Tape Art collective Berlin, GERMANY
|
Credits
| Klaus Rehm |
Die Botschaft Communication GmbH |
Strategy |
| Tom Daske |
Die Botschaft Communication GmbH |
Creative |
| Jan Köhler |
Die Botschaft Communication GmbH |
Creative |
| Andreas Sendker |
Die Botschaft Communication GmbH |
Creative |
| Henning Lemke |
Die Botschaft Communication GmbH |
Creative |
| Philipp Krause |
Die Botschaft Communication GmbH |
Strategy |
| Stephan Meissner |
Tape That |
Creative |
| Cedric Goussanou |
Tape that |
Creative |
Why is this work relevant for Glass: The Award for Change
Every year, the BVG brings over a billion passengers to their destination. But it does a lot more than that. The BVG has been involved in the Alliance against Homophobia since 2011. The Board of Directors signed the Diversity Charter back in 2009. As a company and employer, the BVG has been promoting the visibility of the LGBTQIA* community in an exemplary manner for many years. With the Underground Rainbow, the BVG is once again sending out a very strong and encouraging statement for more diversity and tolerance.
Background
The Berliner Verkehrsbetriebe (BVG) are Germany’s biggest public transport company and the beating heart of Berlin. Yellow on the outside, colourful on the inside. As a company the BVG is actively fighting against homophobia for years. On the Berlin Pride, one of Europe’s biggest Pride events, the BVG is usually playing an important role to set a statement for sexual diversity and tolerance. In 2021, however, due to Covid19, the Berlin Pride was cancelled. That’s why the BVG was looking for other ways and possibilities to reach as many people as possible with a strong symbol of diversity.
Describe the cultural / social / political climate in your region and the significance of your campaign within this context
Attacks on LGBTQIA* people are increasing. Not only all over the world but also in a supposedly cosmopolitan city like Berlin. Significantly more homophobic and trans-hostile attacks were recorded in the German capital last year. The number of recorded cases rose by 177 to 559, an increase of 32 percent compared to the previous year. Many people in Berlin are used to concealing or hiding their gender identity in many parts of the city to avoid problems. This is also the case in many other German cities, so Berlin is no exception. However, the fact that the German capital has declared itself the "rainbow capital" and "freedom zone for LGBTIQIA*" is presumptuous and in no way reflects the actual situation in Berlin.
Describe the creative idea
In 2021 the Berlin Pride event obviously couldn’t take place with millions of participants, at least above ground. So instead, the BVG went underground.
The result: the world's largest underground rainbow was created in a unique project at the Alexanderplatz underground station. The message: love.
Describe the strategy
Alexanderplatz is one of the busiest and most visited places in Berlin. It is a central square and traffic junction in Berlin-Mitte. A quarter of a million people use the station every day. It was the perfect stage for our project to reach as many people as possible.
Describe the execution
The well-known artist collective TAPE THAT created BVG Underground Rainbow in close conceptual cooperation with the Berlin creative agency DIE BOTSCHAFT. In four days and four nights, five artists created at Berlin Alexanderplatz a spectacular total work of art from over 1000 meters of coloured adhesive tape. The oversized rainbow installation led down through stairs, corridors and walls onto the platform of the subway line U2. From there, the rainbow continued its journey through Berlin in a specially designed subway, connecting the hearts of millions.
Describe the results / impact
Likes, shares and positive comments. The underground rainbow was a hit on social media, big news sites and even TV news bulletin.