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Blowing in The Wind

Apotek Hja¨rtat

Issue 31 | June 2014

Agency

A°kestam Holst

Creative Team

Creative Director Andreas Ullenius Art Director Lars Baecklund Copywriter Mariette Glodeck

Production Team

Account Director Sara Clewemar Account Manager Jennie Strinnhed Digital Producer Sofia Swedenborg Planner Patrik Karlsson Graphic Designers Lotta Person Jens Sjo¨bergh Motion Designer Nisse Axman Studio Assistant Anne-Lie Karl Photographer Elisabeth Frang

Other Credits

Advertiser’s Supervisor Fredrik Kullberg

Date

February 2014

Background

When the pharmacy Apotek Hja¨rtat launched Apolosophy, a new premium range of products within beauty care, the task was to build credibility for a brand category that Swedes did not traditionally associate with pharmacies. The proposition was to dramatise how Apolosophy hair care could bring hair to life like no other brand.

Idea

Digital screens were fitted on the subway platform with ultrasonic sensors, which reacted to trains arriving at the station. This made it possible to create within the posters the illusion of a woman's hair blowing in the wind from the turbulence caused by the trains. A lot of people filmed the digital screen displays and the campaign went viral.

Results

The ad spread organically online in over 190 countries, with over 2.5 million unique views. All this without any media spend to promote the video. Instead, media outlets such as CNN, CBS, TIME, MASHABLE, HUFFINGTON POST and GIZMODO all wrote about the campaign. Sales exceeded targets during the campaign period by 40%.

Our Thoughts

Surprise and delight is at the root of much design philosophy. Car manufacturers spend much time and money trying to make sure the little things don’t just work but work wondrously. They know that design transmutes itself into experience. The more pleasant the experience then the higher the preference scores will be.

Often, advertisers forget how and where people will experience their messages. More likely they don’t care, just so long as the message gets drummed into the thick skulls of consumers.

So what a delight to see a brand recognising where their customers are and designing a little experience around a shared moment.

Equally delightful, though perhaps not surprising since creativity does actually make a difference, is that this charming idea led to a 40% uplift.