Live DOOH streams the traffic jam above to highlight the positives of traveling by subway. Photo: Staffan Kjellvestad.
Gullmarsplan Station - Live DOOH streams the traffic jam above to highlight the positives of traveling by subway. Photo: Staffan Kjellvestad.
Description
SL, Stockholm’s Public Transportation Creates Ads From Real-Time Traffic Streams to Reward Commuters Who Avoided Traffic Jams
In its latest “Live DOOH” (Digital Out Of Home) campaign, SL places a pair of digital screens inside the subway system that stream real-time footage of Stockholm’s infamous traffic jams. The twist? These screens are aimed at the subway passengers, celebrating their decision to avoid the chaos. As commuters ride smoothly through the subway, they’re reminded of what they’ve missed: the stress, frustration, and slow pace of driving in gridlocked traffic.
According to INRIX Global Traffic Scorecard 2024, the citizens of Stockholm lost more than one full-time working week being stuck in traffic.
The DOOH ads message says: Good thing you're travelling with us instead.
This professional campaign titled 'Live DOOH' was published in Sweden in April, 2025. It was created for the brand: SL, by ad agencies: KID and Kid Collective. This Digital and OOH Outdoor media campaign is related to the Automotive, Public Utility, and Transport industries and contains 2 media assets. It was submitted 9 days ago by PR Director & Creative: Samuel Skwarski of KID.
Credits
Client: Trafikförvaltningen SL
Head of Marketing: Johan Nordgren
Project Lead: Kerstin De Potocki
Agency: Kid Collective, Stockholm, Sweden
Art Director: Hedda Hyland
Copywriter: Ulf Paulsrud-Sirbäck
Junior Art Director: Almy Kjellberg
Junior Copywriter: Lucas Kronemyr
Client Director: Hanna Ternström
Client Manager: Alma Sunnemark
Production Company: Maddington, Stockholm, Sweden
