– Bundesministerium für Digitales und Verkehr x skrt cobain (prod. Stickle) / Scholz & Friends / 2024
With rapper Skrt Cobain and the iconic song “Because I Got High” as inspiration, the Federal Ministry for Digital and Transport launched a creative campaign to humorously highlight the importance of avoiding cannabis use while driving.
The twist: The BMDV initially stayed in the background, letting the track speak for itself – a smart move to engage younger audiences. By teaming up with Skrt Cobain, the campaign bridges pop culture and road safety in an unconventional way, showing that awareness efforts can be bold, fresh, and entertaining.
Personal note – What I loved most about this project was that a federal ministry was willing to take such a bold, unconventional approach with us. Instead of going for a cliché “advertising rap track,” we created a real, authentic rap song with Skrt Cobain. It was proof that even serious topics like road safety can be addressed in a way that feels genuine, fresh, and culturally relevant.
