Pioneered by Clear Channel, Stockholm Metro's digital billboards will analyze consumer data to display art based on their current emotion

Every working person with a daily commute knows the pain that is oftentimes associated with it. For commuters in a particular Swedish city, this is a given: Research named Stockholm's population the most stressed in Sweden. Clear Channel, an outdoor advertising agency, has combined multisensory experience with data-driven software to combat the problem.

Dubbed ‘The Emotional Art Gallery,' Stockholm Metro's new digital billboard installation transforms in real-time based on commuter emotions. Scanning a 70-mile metro area, the sophisticated algorithm analyzes public data based on Google searches, social media, news articles and travel traffic information. The information is translated to determine an overall mood, such as sad, anxious, tired, etc., and accordingly impacts the digital billboard's display.

The campaign follows a similarly altruistic project from Clear Channel, aimed at protecting the homeless during cold winters. Digital billboards throughout the city sourced data such as time, weather and location to display directions to open shelters nearby when temperatures were at a critical low. 

The consumer-driven metro campaign follows trends in personalized and experiential marketing, while also shining light on the power of data intelligence and new digital mediums. The installation's potential is self-evident, reaching millions of commuters each day through over 250 screens—and Stockholm is happier because of it.

Clear Channel 

Every working person with a daily commute knows the pain that is oftentimes associated with it. For commuters in a particular Swedish city, this is a given: Research named Stockholm's population the most stressed in Sweden. Clear Channel, an outdoor advertising agency, has combined multisensory experience with data-driven software to combat the problem.

Dubbed ‘The Emotional Art Gallery,' Stockholm Metro's new digital billboard installation transforms in real-time based on commuter emotions. Scanning a 70-mile metro area, the sophisticated algorithm analyzes public data based on Google searches, social media, news articles and travel traffic information. The information is translated to determine an overall mood, such as sad, anxious, tired, etc., and accordingly impacts the digital billboard's display.