ADVERTISING

SL

Live DOOH

Agencies: KID Kid Collective

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 23 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

ADVERTISING

Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.

Logo

Looks like your ad blocker is on.

×

We rely on ads to keep creating quality content for you to enjoy for free.

Please support our site by disabling your ad blocker.

Continue without supporting us

Choose your Ad Blocker

  • Adblock Plus
  • Adblock
  • Adguard
  • Ad Remover
  • Brave
  • Ghostery
  • uBlock Origin
  • uBlock
  • UltraBlock
  • Other
  1. In the extension bar, click the AdBlock Plus icon
  2. Click the large blue toggle for this website
  3. Click refresh
  1. In the extension bar, click the AdBlock icon
  2. Under "Pause on this site" click "Always"
  1. In the extension bar, click on the Adguard icon
  2. Click on the large green toggle for this website
  1. In the extension bar, click on the Ad Remover icon
  2. Click "Disable on This Website"
  1. In the extension bar, click on the orange lion icon
  2. Click the toggle on the top right, shifting from "Up" to "Down"
  1. In the extension bar, click on the Ghostery icon
  2. Click the "Anti-Tracking" shield so it says "Off"
  3. Click the "Ad-Blocking" stop sign so it says "Off"
  4. Refresh the page
  1. In the extension bar, click on the uBlock Origin icon
  2. Click on the big, blue power button
  3. Refresh the page
  1. In the extension bar, click on the uBlock icon
  2. Click on the big, blue power button
  3. Refresh the page
  1. In the extension bar, click on the UltraBlock icon
  2. Check the "Disable UltraBlock" checkbox
  3. Marque la casilla de verificación "Desactivar UltraBlock"
  1. Please disable your Ad Blocker

If the prompt is still appearing, please disable any tools or services you are using that block internet ads (e.g. DNS Servers).