BVG × Serviceplan
Mind the Gap

As a creative at MediaMonks, I worked with Serviceplan on the concept and stayed involved as it moved into production. I helped translate the central idea into film and social content, extending the campaign beyond the ticket machine.In Germany, women earned on average 21% less than men. So on Equal Pay Day, BVG turned the pay gap into a ticket price: women could travel for 21% less. The Women’s Ticket was available from more than 600 machines across Berlin, while a special machine at Alexanderplatz used gender-recognition technology to apply the discount. But paying less wasn’t the solution. The receipt carried the real message: Instead of paying 21% less, earn 21% more, inviting women to apply for jobs at BVG, where equal pay for equal work was guaranteed. As a creative at MediaMonks, I worked with Serviceplan on the concept and helped translate it into film and social content, taking the campaign beyond the ticket machine

Selected recognition

Bronze Cannes Lion
2× Gold Clio
Gold LIA
1× Gold, 2× Silver and 1× Bronze — New York Festivals
2× Silver — ADC Europe
One Show Merit
Lovie Awards — Best PR Campaign finalist

Credits

Client — Berliner Verkehrsbetriebe (BVG)
Agency — Serviceplan Germany
Production — MediaMonks
Creative Director, MediaMonks — Chrisy Srisanan
Creative, MediaMonks — Karlijn Hendriksen
Director — Eva Julia Manneke
Technical Directors — Edwin Scholte & Richard Heuser
Video Producer — Raoul Sturme