A rush of wind through your hair

This familiar commuter sensation has been cleverly harnessed by an innovative poster campaign. What appears to be an ordinary subway poster features a doe-eyed girl who sporadically blinks, creating an element of lifelike interaction.

As a train whooshes past, the model’s hair dramatically flies up, as if caught in a gust of wind. She then shakes her shiny mane, runs her fingers through her bouncy locks, smiles, and returns to her original straight-faced pose. This creative ad transforms a routine experience into a captivating moment, blending technology and everyday life to engage and delight commuters.

The Apotek subway ad in Stockholm, Sweden, stands as a remarkable example of how technology can be used creatively to capture attention and engage audiences in an unexpected setting.

Launched by the Swedish pharmacy chain Apotek Hjärtat, the innovative ad featured a digital billboard equipped with ultra-sonic sensors that reacted to the movement of trains arriving at the platform. As a train approached, the hair of the model on the billboard would dramatically blow around as if caught in a gust of wind, mimicking the real-life effect of a train rushing by.

This inventive campaign was designed to promote Apotek Hjärtat’s range of hair care products. The lifelike animation of the model’s hair flowing in response to the subway train created a visually striking effect that not only captured the attention of commuters but also effectively conveyed the message of hair vitality and care. The ad demonstrated a perfect blend of humor and high-tech interactivity, making it memorable for everyone who witnessed it.

What made the Apotek subway ad particularly successful was its ability to turn a mundane waiting period into a moment of unexpected delight. Commuters, who are typically absorbed in their daily routines and devices, were pleasantly surprised and engaged by the ad’s dynamic reaction to the environment. This engagement extended beyond the subway platform, as many people shared their experience on social media, thereby amplifying the campaign’s reach and impact far beyond its physical location.