Being homeless is already hard as it is, but when the temperatures outside sink to below freezing, it is cruel and hard to imagine. Outdoor media company Clear Channel Sweden therefore launched this campaign to guide Stockholm’s homeless to nearby shelters during the winter months. Emergency shelters are opened when temperatures drop to minus 7 degrees in Stockholm. This has been made possible with the help of churches and NGOs. Clear Channel automatically swaps the content on its digital billboards to show directions to the nearest homeless shelter.

Björn Ståhl: “Clever way of using real-time data in the real-time world. The future of DOOH suddenly looks bright. We’re going to see more smart usage of outdoor, connecting the poster – digital or not – with tech. The future of outdoor suddenly looks brighter.”