Berlin as a stage: how authentic storytelling turns the city into a brand

Berlin is not just a city—it’s a myth. With its turbulent history, cultural diversity, and unique blend of chaos and creativity, the capital offers endless potential for storytelling. But how is this dynamic used to position Berlin and Berlin-based companies as brands? In this blog post, we examine the marketing of the cosmopolitan city and some of the most striking advertising campaigns that perfectly capture the vibrant spirit of the place.

From chaos to the ‘imperfectly’ perfect: the art of storytelling in Berlin’s marketing

Over the years, the communication of the city at the Spree has established a clear message: it is authentic, raw and always changing. This identity runs through numerous campaigns that portray Berlin as a vibrant metropolis, shaped by its history but always looking ahead. The motto ‘poor but sexy’, coined by former mayor Klaus Wowereit in 2003, summarises the essence of the city in a single sentence: Berlin is not perfect, but that is precisely what makes it so charming.

Communication thrives on contrasts: the place stands for innovation, but also for its historical responsibility. It is a magnet for start-ups, creatives and young people from all over the world, yet at the same time it is perceived as a cultural center of Europe with a turbulent past. This mixture of old and new, progress and tradition is often the subject of the advertising campaigns.

The Berliner Morgenpost: Celebrating the diversity of the metropolis

One of the most remarkable advertising campaigns of the last few years is the Berliner Morgenpost newspaper’s music video ‘Das ist Berlin’ (This is Berlin). The video uses emotional storytelling and shows the city from a perspective that appeals to both locals and tourists. The video combines iconic places such as the TV tower, the Brandenburg Gate and the East Side Gallery with scenes from everyday life in Berlin – from street musicians to skateboarders and to relaxed moments in one of the many cafés.

The choice of music as a medium is particularly clever. Music is emotional, personal and has the power to connect people. The clip manages to capture the Berlin way of life and in doing so conveys the message of the Berliner Morgenpost as a brand that is close to the city and its inhabitants. It uses storytelling to create an emotional link between people and their home.

BVG: Becoming a cult brand through self-irony

The Berlin public transport company Berliner Verkehrsbetriebe (BVG) has established itself as a genuine cult brand with a mix of self-irony and charm. Campaigns such as ‘Because we love you’ or collaborations with stars have helped to make the BVG known far beyond its actual function. In September 2024, for example, they pulled off a real coup: none other than Kevin Costner took a seat – on a Berlin bus. The Hollywood star gets on at a bus stop and rides the bus into the sunset. The staging? Charming, self-deprecating and with a wink at the contrast between blockbuster glamour and Berlin pragmatism.

With its typically cheeky style, BVG also conquered a new platform at the beginning of 2024: TikTok. With the motto ‘Berliner Puppenkiste’ (Berlin puppet chest), the company creates humorous clips with puppets that reenact scenes from the capital city’s public transport system. Whether it’s annoyed passengers, bizarre announcements or chaotic underground train journeys, the campaign captures the essence of city life in Berlin and uses a special brand of humour to appeal to a younger target audience. The puppets represent various Berlin ‘originals’ and are bluntly honest.

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With its stories, BVG has created a platform that goes beyond the purely functional. It tells stories of commuters, of curious everyday situations and of the sometimes chaotic but always utterly charming Berlin public transport system. The result is a connection between brand and user that is created through humour and authenticity.

BSR: a sense of humour in waste disposal

The Berlin city cleaning service, Berliner Stadtreinigung (BSR), also uses storytelling to strengthen its brand. With cheeky slogans, eye-catching orange vehicles and humorous campaigns, BSR has earned a permanent place in the Berlin cityscape and in the hearts of its residents. The company’s communication activities often play with language, such as the slogan ‘We don’t just sweep away dirt, we make room for ideas’.

Particularly striking is the way in which the city’s cleaning service presents its work as something positive and creative, rather than reducing it to the aspect of waste disposal. With actions such as distributing reusable ashtrays or promoting recycling initiatives, a practical goal is pursued on the one hand, while at the same time a sustainable narrative is created that fits into the narrative of a green and future-oriented city.

Berliner Wasserbetriebe: Water as the lifeblood of the city

Berliner Wasserbetriebe have also understood how to use storytelling. Under the motto ‘Ganz klar für Berlin’ (Clearly for Berlin), they position themselves as an environmentally conscious and sustainable company. In their communication, they emphasise how important clean drinking water is for the quality of life in Berlin, often making a direct connection to the city’s residents.

The combination of humour, pragmatism and environmental awareness makes the Berliner Wasserbetriebe campaigns a successful example of modern storytelling. They show how a basic urban need – water supply – can be communicated in an innovative way.

The importance of culture for Berlin’s marketing

Another important aspect of Berlin’s storytelling is the emphasis on cultural diversity. Whether music festivals, theatre productions or street art – Berlin is a city where art and culture can be found on every corner. This creative energy is captured in many campaigns and makes Berlin a magnet for people from all over the world. Examples of this are initiatives such as ‘Berlin Art Week’ or the promotion of festivals like the Berlinale.

These events position Berlin as an international center for art and culture and contribute to strengthening the city’s image as a creative melting pot. The stories that arise from this cultural diversity are an essential part of the city’s marketing. They show Berlin as a place where history and modernity, local and global, old and new come together in a truly unique way.

What makes Berlin campaigns so special?

The success of the communication around the capital and its companies lies in its authenticity. Berlin does not sell itself as a perfect, glossy metropolis but as a real, vibrant city with rough edges. This bluntness appeals to a target group that longs for authenticity and appreciates the region’s individuality.

Storytelling plays a central role in this. Each narrative highlights a wide range of different aspects of the city. Whether it’s the story of a commuter’s daily routine, the portrait of a street musician or the account of a historical event – all these stories help to shape the complex image of Berlin. In addition, many of these commercials use local elements and focus on what makes Berlin unique: its people, its places and its culture. At the same time, they manage to communicate universal themes such as freedom, creativity and community, which resonate worldwide.

Conclusion: Berlin writes its own stories

Berlin is more than just a backdrop – it is a story in itself. Whether through the Berliner Morgenpost, the BVG, the BSR, the Berliner Wasserbetriebe or the numerous events: Berlin’s storytelling combines past and present, irony and seriousness, chaos and order. The city shows that good PR relies on authenticity and identification instead of glossy perfection. And that is exactly what makes Berlin a lasting brand. By emphasising authenticity, creativity and diversity, Berlin has managed to establish an emotional connection with its target group.

In a world that is increasingly striving for credibility, this is a strategy that has a lasting effect. Storytelling is an integral part of Berlin’s identity. The stories told here are not just advertising – they are a reflection of the city, its people and its endless possibilities.

Another Berlin original, 1. FC Union, also knows how to win people over with humorous communication, as highlighted in this blog post by our consultant (and fan) Cleo: Storytelling in the sports industry: the legend of 1. FC Union Berlin.