Situation:
In a bustling city like Berlin the run-up to Christmas has always been a nerve-wrecking experience. We the BVG, Berlin’s public transport company, wanted to reduce stress and make driving home for Christmas relaxing again. But how to achieve this in a time everyone is fu***d up about everything?

Idea:
With the calming effect of cannabis. And the world’s first ticket that lets you simply swallow your anger. The hemp ticket – a ticket made of edible paper, drizzled with hemp oil, extracted from the seeds of the cannabis plant. The design reinterpreted the look of the original BVG tickets and added a big cannabis leaf on it. This limited edition of 7000 pieces was sold in BVG’s customer centers and could be eaten completely after the last ride of a stressful day. Results: Within hours, the completely legal hemp tickets were literally on everyone’s lips.

Results:
Within hours, the completely legal hemp tickets were literally on everyone’s lips. With a total reach of over 860 million contacts equaling a media spending of 13,7 million euro we were topic number one in Germany. News from every continent reported and social media went nuts. In the end we not only gave Berlin a ticket to forget its stress but also the whole world something to talk about during the Christmas holidays.