Ad of the Week: Apotek Hjärtat digital poster

An innocuous looking poster in a Stockholm subway proved surprising to commuters recently when the model starring in the ad reacted to the arrival of trains, with her hair blowing around as if by the wind. The digital poster, which is for haircare company Apotek Hjärtat, is our Ad of the Week.

An innocuous looking poster in a Stockholm subway proved surprising to commuters recently when the model starring in the ad reacted to the arrival of trains, with her hair blowing around as if by the wind. The digital poster, which is for haircare company Apotek Hjärtat, is our Ad of the Week.

Created by ad agency Åkestam Holst and interactive and post production company Stopp, the poster was fitted with an ultra sonic sensor so it would react to the arrival of incoming trains, though not to passing passengers. The film below shows how it worked:

Last year we saw a digital billboard ad for British Airways that showed a child stand up and point when a BA plane flew overhead, and this work is a similarly clever use of technology. As with the BA work, the tech is used to create an effect that is right on brand for the client. And the work even impressed Clear Channel: the ad was initially going to run for one day only but the media company saw it as such a good advert for its screens’ capabilities that they kept it live for five additional days.

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