The campaign films “Welcome. You’re one of us.” seek to overhaul the image of the public transportation provider Deutsche Bundesbahn (DB), addressing a very diverse target audience of future employees. The company is facing many challenges, such as a lack of customer satisfaction and frequently recurring delays. At the heart of the plot is the message and slogan “We are not perfect, but we try to become better every day – and so can you.” It conveys the notion that Deutsche Bundesbahn is looking for people who are motivated and qualified to be part of a “journey”. A total of 16 documentary-style films introduce DB employees and their jobs through an authentic approach. In addition, the campaign was supported by an extensive editorial shoot.
Deutsche Bahn AG, Berlin, Germany
thjnk Hamburg GmbH, Hamburg, Germany