Anna Mattsson Photographer The goal was to create awareness for the Daily News Travel Section. The execution was to create billboards that when viewed by a person standing on the subway platform in Stockholm created the impression of being the actual subway walls of the Paris Gare du Nord and London Notting Hill Gate. The key media (subway billboards) was set, and then the creative team came up with the concept. The concept is to create an illusion of being in the subways of Paris and London (exciting cities for Stockholmers who know these cities and their subways well). This idea is a unique and innovative “hands on” way to trigger the impulse to travel.

The key media (subway billboards) was set, and then the creative team came up with the concept.