Winner of Bronze Cannes Lions + Lovie Award

On Equal Pay Day, female riders received 21% off BVG tickets to shine a light on Germany’s gender pay gap.
Through facial recognition, the BVG ticket machine at Alexanderplatz attempted to assess whether riders were eligible for a discount. In addition to the machine, we produced a recruitment video and social content to spread the message beyond the booth. Starring bystanders and BVG crew, the campaign highlighted the importance of equal pay for Berliners of every gender.

The Mind the Gap campaign aimed to draw attention to the fact that on average, women earn less than men for the same work. By utilizing their public transportation system, BVG provided an effective platform to convey their message to a wide audience.