BVG - The pattern of tolerance

creative direction, campaign development

The BVG transports Berlin's diversity.
So who better than the BVG to transport a message of diversity? Instead of a campaign, we redesigned the old seating pattern. The "Pattern of Tolerance" is a pattern as colourful and diverse as the Berliners who sit on it. It’s composed of more than 80 human silhouettes – of all ages, genders, sexual orientations and cultural backgrounds.

The pattern will reach 2.6 million passengers every day.
And the Berliners themselves carried our message even further. How? With the BVG Q.S. streetwear collection, dropping at Europe's biggest fashion retailer: Zalando. All of this brought the message onto television, the front pages of the press, and social media.