The Drum Awards for Marketing - Entry Deadline

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Date: Mar 2019
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In response to research that named Stockholm's population the most stressed in Sweden, Clear Channel has transformed Stockholm's Metro into an emotion-triggered art exhibition, in a bid to combat commuter stress.

Stockholm's Metro is internationally renowned for being the world's longest 'art gallery,' as beneath the cities 14 islands, the 70-mile transport link is covered from start to finish in five decades worth of European art history, including paintings, carvings, sculptures and mosaics.

With this in mind, Clear Channel - who owns 250 digital billboards across the Metro - wants to transform the public transport service into the world's longest digital art exhibition.

'The Emotional Art Gallery' aims to combat commuter's anxiety by displaying artworks that interactively respond to their mood.

Offering a remedy to feelings such as tiredness, fear and stress, the aim of the initiative is for commuters to experience the art whilst also influencing it.

The bespoke algorithm used for this installment analyzes dynamic, public data within Google searches, social media, news articles and travel traffic information to interpret if people feel sad, anxious, tired, stressed, irritated or afraid.

Among the participating artists are Swedish designer and motion graphics artist Andreas Wannerstedt and Berlin-based artist Susi Sie, who created the digital art installations for the inauguration of the Olympic Games in Rio 2016.