Jeff Limon & Jacob Baas



Truth vs the Road

Mile-long traffic jams. Crater-sized potholes. Texting drivers. Today's roads are full of challenges. To highlight the intelligence of the new A6, we started a new conversation about the state of today’s roads.

AKQA partnered with Audi and SENSEable City Lab at the Massachusetts Institute of Technology to collaborate on the Road Frustration Index, a project that examines the latest data on traffic, incidents, weather and driver sentiment in 30 metropolitan areas.


The RFI uses a blend of historical  and real time data to provide an overview: info about traffic and weather patterns, driver behavior, social comments and more are measured and compiled into the index. 

Our role on this project was in developing the original concept (which also helped AKQA win the Audi pitch).