Berliner Verkehrsbetriebe (BVG) is one of Germany’s major municipal public transport companies. More than one billion passengers used the bus, underground, tram and ferry services in 2015. Boasting the divisive hashtag #weilwirdichlieben (because we love you), this campaign was developed to strengthen the brand’s image and make it more likeable. With disarming humour and charming self-irony, these advertisements pick up daily scenes and strange stories by and with passengers. Besides traditional media relations such as collaborations with leading media outlets, ambient and large surfaces, image films, vehicle branding and floor graphics on platforms, the focus is particularly on social media channels.