​Clever Creative: Too Cool for Transit Tickets

Brands using marketing campaigns to advocate for social and environmental issues is nothing new. The TOMS One for OneⓇ program has been giving back for years. Stella Artois will be making a Super Bowl appearance for the first time since 2011 with “Make Your Super Bowl Party Matter,” a campaign featuring Matt Damon and Water.org. Burger King took a stand on bullying and MassMutual reminds us that there is still goodness in humanity. Now a collaboration between Adidas and BVG, Berlin’s public transportation company, is supporting a social issue in a quite practical, and snazzy, way.

What’s afoot?

Numerous studies have shown that public transportation plays a role in environmental sustainability, with urban areas being highly at risk. BVG’s Petra Reetz told The Guardian that this project is intended to encourage the people of Berlin, especially young people, to take more steps in improving their city’s air quality and living conditions by using public transportation.

How so?

In a time when the right kicks are all the rage, Adidas has produced 500 pairs of limited-edition EQT Support 93/Berlin sneakers, a hip-looking sneaker that also functions as a year-long transit pass. Yes, for real. Look:

If the fabric embellishment looks familiar, it’s because it’s been cleverly designed to match the upholstery of the train seats.

Ja, das sind Sneaker im BVG-Design. Ja, die gelten als Jahresticket. Nein, nicht mal die dürft ihr auf den Sitz gegenüber legen.

Mehr Infos: https://t.co/ETLsUBv8Cc pic.twitter.com/QwxwJQ9uBq

— Weil wir dich lieben (@BVG_Kampagne) January 9, 2018

Caption: This does not mean, however, that you should put your matching kicks up onto the seat because that’s just rude. In fact, a BVG Twitter post actually says so.

What is this witchcraft?

Although stylish and useful, the EQT Support 93/Berlins are just regular sneakers with no special technology. The pass itself is sewn onto the tongue just like a label would be, albeit on the outside, so there’s no worry about having to contort your body in order to scan it through a turnstile or anything like that. But make sure that if you are going to use your Adidas transit pass, that you are actually wearing them that day because otherwise, things could get a little awkward. Also, note that you do have to be wearing both of them; you can’t split a pair up and give one to a friend. Cheating that way would definitely not be cool.

Will people really buy these shoes?

There’s no need for speculation on this question because we know that people lined up by the 100s to purchase the sneakers when they were released. Was it for their style? Was it for the novelty? Was it for transit savings? Or was it a good-natured stride toward helping the environment? In the end, it doesn’t really matter — it’s all good.

What do you think about this campaign? Would you wear sneakers that allow you to take public transportation for free? Let us know in the comments on our social media pages!

If you’re looking for some clever creative of your own, feel free to contact us, and be on the lookout for next week’s instalment of Clever Creative!

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