Briefing: Show Deutsche Bahn's ecological engagement through creative communication campaigns. ... you can also apply your sense of humor and try a little provocation.
Basic idea: We don't do enough yet. Push us to the limits.
Claim for the eco-campaign: Let's follow the eco-logic
Implementation: The key element will be a website for the DB eco campaign, where everybody can post new ideas to push the ecology efforts of Deutsche Bahn. There will be Terminals and large screens in major train stations, where ideas can be posted and will be visible live on screen as well as on the website.
The campaign will be promoted by web banners, by large monitors in train stations and maybe additionally by posters/flyers in trains and stations.