This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognizing you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful. For more information, please visit our Privacy Policy and Cookie Policy.
Deutsche Bahn: The Real Germany
To raise more awareness for the Länder-Ticket, an economical fare to travel between Germany’s 16 federal states using the railroad instead of a car, we needed a unifying message that would motivate Germans to discover more neighboring communities. Realizing the pride each state has in its own customs and traditions led us to an insight: what if humorously mocking the stereotypical cultural differences between states is what brings Germans together? Using a keen understanding of the local stereotypes that make up Germany’s cultural identity, we produced a series of branded films designed to spark social sharing and media coverage. Each scenario, set on a Deutsche Bahn regional train, played with a social stereotype that most Germans accept but few brands would ever promote: overly-fastidious Stuttgart residents; the cultural gulf between Cologne and Düsseldorf festivals and beer drinkers; and the strange food “delicacies” of neighboring regions. With good humor and a dash of political incorrectness, we showed that Deutsche Bahn understood “the Real Germany,” which proved to be just the ticket for connecting with more passengers.