• by Fern Siegel , January 26, 2025

New York City subways often have one advertiser plaster out-of-home ads on the subway walls. But taking over an entire car, with props and sensory experiences, is thanks to Audible, the online book and podcast service.

At King’s Cross station in London, the activation was a train car with a Zen makeover — blossoming cherry trees covered doors and extended outside windows. Audio featured excerpts from Audible titles such as “A Quiet Life in Seven Steps” and “The Healing Power of Nature.”

The creative, by Hyperactive, is part of the brand's overall wellness campaign that began in early January.

The singular experience ran Jan. 20-25, known as Blue Monday, considered the gloomiest day of the year.

A screen next to the car ran Audible’s “Zen Commute” spot as the audio title played, much like a departures board. Sister agency Fold7 did "Zen Commute."

Andrew Casher, CEO, Hyperactive, said: “There are some brands that have to be experienced to really understand their superpowers, and Audible is one of them. With this experience we bring to life the sensorial aspects of the advertising campaign to create something genuinely immersive and transformative for consumers.”