Top Trending: Defying Expectations When No One Believes in You

How These Brilliant Digital Billboards Are Delivering a Hair-Raising Message

  • ---Shares

Last February, a digital advertising campaign in Sweden that appeared to respond to the comings and goings of bustling subway cars captured the imagination of local passersby -- and subsequently went viral the world over.

Electronic billboards were placed underground to promote a new haircare range from the Swedish brand Apolosophy, featuring models whose hair wafted wildly in the wind whenever trains approached stations.

The digital signage, which had been equipped with ultra-sonic sensors to monitor the arrival of trains, lent an uncanny effect and also touted the artful tagline: “Makes your hair come alive.” Check it out.

Related: Market to Empowered Women: It's Ethical -- And It's Good for Business

Now, after having garnered substantial attention, the concept has been repurposed by Barncancer Fonden -- a Swedish nonprofit that raises money to fight childhood cancer -- for an even more hair-raising message.

The reimagined ads similarly feature a young girl named Linn whose hair starts whooshing as trains speed past -- until, suddenly, her hair flies off completely. Several commuters, as captured in this video by the foundation, gasp at the sight of the child’s bald head, as a message appears onscreen, “Every day a child is diagnosed with cancer,” alongside a mobile donation code.

In a rapidly evolving ad industry where “living pictures” are making a play to supplant traditional visual messaging, the Swedish campaigns illustrate the kind of marketing magic that occurs when technology and humanity intersect.

Related: Advertising's Next Frontier: Retroactive Product Placement

Edition: May 2017

Get the Magazine

Limited-Time Offer: 1 Year Print + Digital Edition and 2 Gifts only $9.99
Subscribe Now
OK

This website uses cookies to allow us to see how our website and related online services are being used. By continuing to use this website, you consent to our cookie collection. More information about how we collect cookies is found here.