Christmas spirit at the train station? Sounds like a contradiction, right? Between crowded platforms and busy shops, we decided to change that – and turned things up a notch. For the “Mein Weihnachtsbahnhof” social media campaign by Mein Einkaufsbahnhof, we hit the road (or rather, the rails) for two days – stopping at four stations across Germany: Nuremberg, Würzburg, Erfurt and Halle (Saale).

Our secret weapon: Binta!

With her incredibly charming vibe, spontaneous energy and infectious laugh, our influencer Binta lit up every station she entered. Whether surprising strangers with hidden cameras or diving headfirst into the chaos – Binta was the heart of the campaign. Always in the middle of the action, never just a bystander.

The mission?

Bring joy to the station – instead of the usual commuter blues. We came prepared with fun challenges, heartwarming surprises and a stack of gift vouchers that even made the grumpiest station grinch smile. Anyone who joined in didn’t just earn applause, but got rewarded with shopping vouchers from on-site stores.

“Sing or Pay”, “Give or Take”, “Secret Santa”, “Lost & Found” – you name it!

We approached, surprised, and challenged people – and most importantly, we got them to join in. All captured on tape. Right in the middle of the station.

What was my role?

Casting (hello Binta!), art direction, photography, video editing, sound design, motion graphics, and social storytelling. Fast, efficient, and on point. Visually and narratively tailored for the sweet spot of our target audience – with match cuts, freeze reactions, viral hooks and “reel” storytelling.

And the results?

• • • 8 video assets for Instagram and Facebook
    • 3.5 million impressions
    • Over 1.4 million ThruPlays
    • Nearly 2 million people reached
    • A comment section full of good vibes

My personal highlight?

All the genuine reactions – people who jumped in out of nowhere, laughed, sang, guessed or gave gifts. And of course Binta, who shined with heart, humor and confidence in every situation. The feedback from the team, the client and the community? Overwhelmingly positive.