This digital subway ad in Sweden for hair-care products seemed to recognise when trains entered the station—and then showed a woman's hair blowing all around, as though windswept by the train, reports Adweek.
It's a simple, delightful effect—playful, responsive and seemingly magical in the way it erases the line between ad and environment, said the US mag.
Ad agency Akestam Holst and production company Stopp produced the ad for Apotek Hjärtat's Apolosophy products. The ad was scheduled to be just a one-day stunt. But Clear Channel loved it so much that they kept it live for five more days "as a way for them to show the opportunities their screens can offer."
It's amazin what a passing train can do , even to the model's hair in the platform poster in Stockholm.
One of Clear Channel’s Play screens on Odenplans subway platform was modified to capture the effect of the turbulence from the train and make it look like the models hair on the screen was caught by the breeze.
The designers used a ultra sonic sensors so the film could be activated by the passing trains.
Stopp managed the shooting and post production of all video material used for the customized screen at Odenplan and all other Play screens around the subway.