01
Challenge
Despite moving xx million people every day, local public transport in Germany has a dubious reputation for being too expensive, too complex and never on time. As the country enters the complex process of negotiating a new coalition agreement after premature elections in February 2025, the opportunity to reposition the topic in the current political discourse arises - and with it the following question: “How might we enable politics and industry to gain a new understanding of local public transport?”
02
Strategic Concept
New perspectives are more easily formed in an inspiring setting. Establishing the well-founded perception of local public transport as a key driver for prosperity and quality of life in Germany required diverging from the traditional communication frameworks and creating a new - entertaining, surprising and tangible - format for political dialogue.
03
Creative Idea
Having identified the German capital city as the best location for such an event, the very Berlin institution of the “Späti” - a place where diverse social groups converge for the purchase of evry-day essentials - served as inspiration for the staging. Under the title “SPÖTI - Essentials for more public transport”, key figures on the performance of local transport are presented as easily consumable tidbits.
04
Our Role
Planning an event for such a prestigious audience requires the collaboration of different trades. As part of the creative conception team, our expertise was implemented throughout the planning and realisation.
We accompanied our client from the development of a consistent storyline in collaborative formats to the transfer of the concept into the spatial dimension and the detailed design of individual print media.
