Write a short summary of what happens in the ambient or digital execution or campaign.

"For a two-week period, our ads took over a carriage on Japan’s busiest commuter train (30 million weekly passengers) frequently used by the target audience. In Japan, onboard train ads are placed according to the type of product advertised. Taking advantage of this characteristic, we replaced the various advertisements with graphics containing only the underlying messages those ads try to convey. In doing so, we highlighted the stresses caused by advertising and connected this to content promotion, with character graphics displayed in the same carriage asking, ‘Aren’t we pushing ourselves too hard?’ "

Cultural/Context information for the jury

Japan’s trains are filled with advertising. To make matters worse, the messages within these ads – ‘Slim down for summer’, ‘Learn English to survive’, ‘You need to find a new job’ - all serve to spur anxiety. These are the spaces through which people commute to work each day. Many also feel stress on account of the numerous unwritten rules within Japanese society.