During the 1 minute clip we see the band perform their song like in a classic death metal video. A dirty airplane hangar, quick cuts, crash zooms on band members, solo elements, smoke and pyrotechnics. The lyrics they shout into the microphone are impossible to understand.Taking advantage of this fact, we subtitled the video with our messages about carbon emissions and the sustainability of rock festivals. At the end of the clip, the camera moves towards two containers staged by pyrotechnics with DB Cargo’s main campaign message: Freight belongs on rail.

Festivals do not have a good carbon footprint. Through the cooperation with DB Cargo, Rock am Ring wants to anchor itself within the industry as a pioneer in terms of sustainability: after all, rail freight transport saves 80 percent CO2 compared with transport by truck. At the same time, DB Cargo aims to be perceived outside the B2B target group as a player for climate-friendly freight transport.

Through a setting- and target group-oriented translation of our message, we have raised general awareness of the relevance of rail freight transport in meeting climate targets. The spot reached 1.5 million people via social media and generated over 880,000 views and over 1,000 retweets and reposts. Another 90,000 watched the spot on the festival site. On social media DB all reactions to the spot were extensive and consistently positive. Hereby confirming its high target group and brand fit once again.

Rock am Ring is Germany's biggest and most famous Rock festival. It has been around since the 80s and takes place at a race track. The festival attracts a fairly mainstream, party-oriented Rock crowd. Given this background, it was essential to translate our messages in a setting- and target-group-oriented manner.