Haircare Poster Reacts To Train's Arrival In Stockholm Subway

Sensors In Screen Detected Train's Arrival And Sent Hair Flying

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Commuters in the Stockholm subway were surprised by a poster in which the model's hair appeared to react to incoming trains, in this clever piece of outdoor marketing by haircare company Apotek Hjartat.

Production company Stopp modified one of Clear Channel's Play screens on Odenplans subway platform with ultra sonic sensors which monitored the train's arrival on the platform (but was designed not to react to passing passengers). When the train came in, it sent the model's hair flying, as if in the wind. The stunt was only slated to run for one day, but was so successful that Clear Channel extended it to five. Akestam Holst was the creative agency.

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Digital screens on subway platform were equipped with ultra sonic responding to train motion, triggering a hair blowing in the wind from the train.

Feb 27, 2014
Akestam Holst
Apotek Hjartat
Creative Director:
Andreas Ullenius
Mariette Glodeck
Art Director:
Lars Baecklund
Graphic Designer:
Lotta Person
Graphic Designer:
Jens Sjobergh
Motion Designer:
Nisse Axman
Digital Producer:
Sofia Swedenborg
Studio Assistant:
Anne-Lie Karl
Elisabeth Frang
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