This Billboard 'Coughs' When You Smoke Nearby

Another Outdoor Innovation From Apotek Hjartat

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In Sweden, pharmacy chain Apotek Hjartat is encouraging smokers to give up for the New Year with an outdoor innovation -- a billboard that "coughs" when you smoke near it.

The poster has in-built alarms that sense cigarette smoke and react to smokers lighting up and smoking anywhere near it, making the man in the picture suddenly cough. Smokers are then given advice on nicotine replacement products available from the pharmacy.

The campaign is by Akestam Holst. The same brand and agency previously engineered a poster campaign in 2014 that made a woman's hair fly whenever a subway train pulled in at a station. It picked up awards including Cannes Lions and a D&AD pencil.

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Jan 11, 2017
Akestam Holst
Apotek Hjärtat
Apotek Hjärtat, Fredrik Kullberg och Sanna Hansen
Creative Director:
Magnus Jakobsson
Art Directors:
Hugo Wallmo, Evelina Rönnung, Lars Baecklund
Mariette Glodeck
Project Manager:
Sara Clewemar
Production Manager:
Jennie Strinnhed
Graphic Designer:
Lotta Person
Henrik Adenskog
Digital Producer:
Johan Eklund, Alex Picha
Director and photographer:
Andreas Lind
Production Co:
State Interactiv; Henrik Gånheim, technical director
Media partner:
Clear Channel
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