German Brand Award for Dynamite and the VÖV Campaign
On June 26, 2026, the Zug-based agency Dynamite won the German Brand Award for the Association of Public Transport’s national prevention campaign «It’s in your hands!»—in two categories.
The Zug-based advertising and communications agency Dynamite was honored with the German Brand Award on June 26, 2026. It received the «Winner» award in two categories: «Excellence in Brand Strategy and Creation» and «Ambient Media and Outdoor Advertising.» The award recognized the national prevention campaign «It’s in Your Hands!» by the Association of Public Transport (VÖV)—a project that demonstrates how a complex safety message can be communicated clearly, in multiple languages, and across various media.
Passenger Safety as a Social Responsibility
Although public transportation in Switzerland is generally safe, the Federal Office of Transportation called for additional measures to further improve safety. In response, the VÖV launched a prevention campaign aimed at reducing injuries and fatalities. The focus was on passenger behavior—particularly when boarding and exiting vehicles, as well as when holding on during the ride. The campaign outlines practical rules of conduct and was made available to the approximately 90 transportation companies in Switzerland as a comprehensive online and offline package for individual implementation in their respective national languages.
A concept that transcends language barriers
The GBA jury particularly praised the campaign’s coherence: When many transit agencies communicate individually, messages can quickly become inconsistent. With «It’s in your hands!», Dynamite gave the campaign a catchy tagline, a clear visual identity, and a tone that directly addresses behavior without being preachy. The project was particularly effective in public spaces: grounded in real-life situations, easy to grasp, and applicable across language barriers, according to the press release. The jury also highlighted the messages’ clarity for people without language skills—a feature that further enhances the campaign’s effectiveness.
Wide Range of Media Coverage for the German Brand Award Dynamite
A comprehensive media package was available for use in three languages: a website, digital and print out-of-home (DOOH) advertising in F12 and F200 formats, 3D animations on screens, hanging boxes, SwingCards, ads, flyers, social media reels and posts, as well as stickers for indoor and outdoor use. The concept impressed the jury with its versatility, clear call to action, and appealing color scheme.
The campaign exemplifies a communication strategy that doesn't preach prevention in a patronizing way, but instead relies on clear, easy-to-understand images and a catchy slogan—thereby reaching a broad, multilingual population using Swiss public transportation.
For more information about the agency and its work: https://www.dynamite.ch
Responsible at the Association of Public Transport: VÖV Office. Responsible at Dynamite: Roger Bosshart (consulting and text); Ralitsa Ruseva (art direction); Aleksandra Wolkow (graphics).
