Munich is one of the most attractive cities in Germany. In addition, the Bavarian capital is also considered one of the most important business centers in Germany and Europe.
One of the reasons for Munich's success is its well-developed local public transport system. Munich's public transport company MVG plays an important role in this success story. A forward-looking city policy that has recognized that a growing metropolis can only remain functional and livable if the right course is set in terms of transportation policy was and is the basis for the consistent expansion of the subway, bus and streetcar systems.
To ensure that this contemporary form of mobility is even better received by the population, MVG has brought Ruf Lanz on board for its image appearances. "Ruf Lanz has made a name for itself beyond Switzerland's borders, among other things with its trenchant communications for the Zurich public transport company. The agency convinced us with its public transport expertise and ideas," says Matthias Korte, Head of Mobility Communications at MVG, explaining the choice.
Since the spring of 2022, for example, three performances have already started rolling: The "Parking Garages" theme vividly demonstrated that Munich's cityscape wouldn't be quite as beautiful without MVG. The "Wiesn" theme showed that even during the Oktoberfest - which is finally taking place again after Corona - it is better to travel with MVG. And the current Christmas motif uses a classic gift to convey the good news that people have always been faster with rails and electricity.
According to Markus Ruf, Creative Director and co-owner of Ruf Lanz, the cross-border collaboration has worked out well: "The CI and the claim were predefined, but within these guard rails we had the necessary creative freedom. The connection to Serviceplan Munich, which lovingly adapts our ideas on site for the various digital and analog advertising spaces, also works out great."
Responsible at MVG Munich: Matthias Korte (Head of Mobility Communication), Christina Bauer, Oliver Schwankl (Job Coordination Mobility Communication). Responsible at Ruf Lanz: Mario Moosbrugger (Art Direction), Armin Arnold (DTP and CI Implementation), Miro Poffa, Nadia Amaru (Project Management), Gian Marco Juon (Consulting Management), Markus Ruf (Creative Direction). External partners: Flaeck (CGI), Lorenz Wahl (image editing).