This giant TV-billboard in the Rembrandtplein is perfectly situated to be stared at whilst ones waits for the tram. I've often stood there and stared at TV-commercials contemplating what would be the ultimate idea to run in this space. And, here it is.

There's a problem in The Netherlands that public service employees face aggression and violence, and witnesses do nothing to help or stop the situation. This PSA holds a mirror up to the people on the street, showing them onscreen (as people do love to look at themselves), but with a little help of a scene previously filmed against bluescreen background, they find that they are now in a scene where paramedics face violence, and they play the part of the onlookers who don't intervene when the paramedics need help.

Another billboard in Rotterdam shows the same scenario. Genius.