Pride Month @BVB

Public Guerrilla Campaign at Berlin Alexanderplatz

Approximately 150,000 passengers pass through Berlin Alexanderplatz subway station every day. In cooperation with the public relations department of Berliner Verkehrsbetriebe, we realized a spontaneous guerrilla campaign at the station that strongly aligned with the company’s empathetic and credible positioning toward the LGBTQ+ community.

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Installed during Pride Month, the intervention reached millions of travelers. The campaign proved especially effective by creating a moment of unexpected disruption in commuters’ daily routines. A location that is usually tuned out suddenly became relevant again.

Surprise plays a key role in sustainable public campaigns—it reactivates attention and significantly increases the impact of a message.

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In this guerrilla art campaign for BVG, the daily routines of commuters were benevolently disrupted by a large-scale Pride flag installation at Berlin’s main train station.