Billboards typically receive 3 seconds of attention at normal speed. But in a slow-moving traffic jam, that time can be multiplied, even to minutes. Using this extra time, we created a series of three billboards on a busy Budapest road, each with loooooooooong copy to make drivers realize that they are the cause of their slow speed, but in the same time they could help reduce traffic jams… …by buying a 7-seater Dacia Jogger.

From the driver's perspective, the first billboard is filled with a copy about the traffic jam and the advantages of a seven-seater Dacia Jogger, with a bit of humor. The second billboard continues, making the seven-seater Dacia Jogger even more appealing. By this point, many drivers are thinking about making a change, both in terms of their driving habits and their car. That’s why the third billboard shows only the attractive seven-seater car and its affordable price, with a short and catchy headline. (well, it’s a normal, 3 seconds billboard, it would work without traffic jam too.)