In this campaign, digital screens in the subway system were used to display real-time images from some of Stockholm's most traffic-congested access roads. At the Danderyds Sjukhus subway station, traffic conditions on the heavily trafficked Norrtäljevägen were shown, while the Gullmarsplan station displayed the chaos just around the corner, on Nynäsvägen.

The ads went live during rush hours, from 07:00 to 09:00 and 16:00 to 18:00. We used the Swedish Transport Agency's open data set to retrieve traffic images and data from their traffic cameras in real-time. The ads were activated only during heavy traffic to show the traffic conditions when the queues were at their worst.