Race

the

Rocket

Another one from the

So why drive in them?

Toronto has earned a reputation as one of the worst traffic cities in North America.

For years, denizens have been increasingly frustrated at the consistently poor flow of traffic throughout the city.

Meanwhile, underneath those very gridlocked intersections, TTC trains are carrying passengers to their destinations faster and more efficiently than the roadways above.

Why not turn the waiting into an opportunity to show drivers that their escape is right under their feet…

… or was just a second ago

During busy gridlock traffic hours, large digital billboards overlooking some of the city’s busiest intersections situated above TTC subway lines will display a TTC ad. But the ad won’t just tell them it’s better to ride the rocket - it’ll show them.

Working in sync with the traffic light systems as well as the train lines below, the billboards will display a real-time graphic showing the distance travelled by the train that was below them when they arrived at that same intersection. This aims to show drivers just how much more fast and efficient the TTC is for navigating the city in gridlock hours.

For those who are compelled to consider the switch, the ad will also contain a scannable QR code which will route to the campaign landing page on TTC’s website.

The page will provide further information and offer a special 30% discount on an initial Presto card top-up of $30 or more.

Dinner With Jay-Z