• Loading…

Blowing in The Wind

Award: Graphite Pencil

Graphite Pencil / Outdoor Advertising / Poster Advertising/Enhanced Posters / 2015

In early 2014, Swedish pharmacy chain Apotek Hjärtat launched a new line of hair care products under the name Apolosophy. Premium beauty products were not previously promoted by pharmacies in Sweden. To capture the public's attention and show them that Apolosophy brings hair to life, Åkestam Holst fitted digital screens on subway platforms with ultrasonic sensors that reacted to trains arriving at the station. The resulting reactive ad gave the illusion of a woman's hair blowing in the wind. To help spread the campaign message outside the train station, the agency released a short online movie showcasing the outdoor solution and people's reactions. The movie has over 2.9 million unique views in 190 countries. The campaign saw a huge increase in Apolosophy sales and brand awareness.

Register Now to
Keep Reading

Once registered you will have access to this article and all other feaures, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again