Ruf Lanz gets Munich public transport moving creatively
As part of a pilot project, the Zurich-based agency Ruf Lanz was commissioned to handle advertising for the Munich Transport Authority (MVG) for two years. During that time, several «made in Switzerland» initiatives were showcased in Munich.
According to the 2024 city ranking, Munich is one of the most attractive cities in Germany. One of the reasons for this is the forward-looking urban policy, which has recognized that a growing metropolis only remains worth living in if the transport policy course is set correctly. This is why the local public transport system has been systematically expanded.
In spring 2022, the Munich transport company MVG brought the Zurich agency Ruf Lanz on board to increase the use of streetcars, buses and the subway. "Ruf Lanz has built up a good reputation beyond Switzerland's borders, thanks in part to its pointed communication for Verkehrsbetriebe Zürich. The agency impressed us with its public transport expertise and fresh ideas," says Matthias Korte, Head of Mobility Communications at MVG.
Although Ruf Lanz is a partner from outside the EU, a two-year pilot project was launched in 2022. Since then, several "made in Switzerland" appearances have been realized in Munich - including on prominent billboards.
In addition, creative director Markus Ruf gives an insight into four unrealized subjects: "Of course - as always - some ideas ended up on the sidetrack. For example, we wanted to juxtapose the BMW slogan 'The joy of driving' with 'The joy of being driven' with a wink. That was a little too daring. Just like the allusion to the only traffic light that can still annoy you if you choose MVG: the one in Berlin."
At the end of the pilot project, Ruf says: "Working with Matthias Korte and his team was a lot of fun! We will be happy to get involved again if the framework conditions allow it. And that doesn't require Switzerland to join the EU."
Responsible at Münchner Verkehrsgesellschaft: Matthias Korte (Head of Mobility Communications), Oliver Schwankl (Head of Communications Management and Positioning), Sina Ojo (Communications Manager). Responsible at Ruf Lanz: Markus Ruf (creative direction), Mario Moosbrugger (art direction), Armin Arnold (DTP and CI implementation), Gian Marco Juon (consulting management). External Swiss partners: Flaeck (CGI), Lorenz Wahl (image editing).
