DEUTSCHE BAHN – DB TRAXX.
Hip-Hop for Deutsche Bahn’s "Strong Rail" Initiative – Climate Protection and Mobility Transition on the Tracks.
With its "Strong Rail" initiative, Deutsche Bahn aims to shift more traffic to climate-friendly rail transport, drive the mobility transition, and actively contribute to climate protection. But how do you reach a young, pop-culture-driven audience? Through Hip-Hop – one of the most powerful voices for change and activism.
In collaboration with artists Frannie the First and Ebow, the campaign brings the themes of "Strong Rail" to hip-hop stages and rap communities for the first time. Both artists use their music as a platform to address climate protection and sustainable mobility, turning these important topics into powerful lyrics and beats. With their authentic voices and strong messages, the campaign connects emotionally with the younger generation and integrates the mobility transition into pop culture.