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Apotek, a Scandinavian pharmacy chain, wanted residents to know that its brand of shampoo can "make your hair come alive."

Instead of using just a photo of a model and the tagline "Make your hair come alive" on subway platform ads in Sweden, the company utilized ultrasonic sensors in the digital ads, which could tell when a train was approaching.

The result? The model's hair blows in all different directions as trains approach, and she smiles while she attempts to smooth it down and out of her eyes.

Apotek Hjärtat - Blowing in The Wind from Ourwork on Vimeo.

Lauren Berkley, Web Editor

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