In a bustling city like Berlin the run-up to Christmas has always been a nerve-wrecking experience. We the BVG, Berlin’s public transport company, wanted to reduce stress and make driving home for Christmas relaxing again. But how to achieve this in a time everyone is fu***d up about everything?

Idea: With the calming effect of cannabis. And the world’s first ticket that lets you simply swallow your anger.

The hemp ticket – a ticket made of edible paper, drizzled with hemp oil, extracted from the seeds of the cannabis plant. The tickets were sold in BVG’s customer centers and could be eaten after the last ride of a stressful day.

In an ironic viral explaining the promotion, we showed how a bus driver is getting the plants from a local farmer and handing them over to BVG’s very own cannabis lab, which produces the tickets for stressed out Christmas shoppers.

Results: Within hours, the completely legal hemp tickets were literally on everyone’s lips. With a total reach of over 860 million contacts equaling a media spending of 13,7 million euro we sparked conversation all around the globe.

News from every continent reported and social media went nuts. In the end we not only gave Berlin a ticket to forget its stress but also the whole world something to talk about during the Christmas holidays.