I love the simplicity of this.
On the platform of a Stockholm subway stop, what looks like a static backlit poster ad for Apotek Hjärtat’s Apolosophy hair care products comes alive when a train comes into the station. The hair on the model in the ad is as windswept as that of the other people on the platform.
It’s a simple trick of a sensor on the display panel that recognizes trains approaching, and triggers a switch from a static visual to a video piece.
The campaign was supposed to run for just one day, but the media company ClearChannel and, presumably, the brand let it run for five days.
There’s absolutely nothing new about the tech at play – sensors have been triggering content for many years. But in its simplicity this rivals the brilliance of the British Airways digital outdoor campaign last year that had children pointing at planes as they flew out of Heathrow.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.