Ad Analysis: Digital Subway Ad for Apotek

"On behalf of Åkestam Holst and Apotek Hjärtat we modified one of Clear Channel’s Play screens on Odenplans subway platform. The mission was 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. To do this we needed to build a device that could be calibrated to sense the arrival of the train and not react to passing passengers. Using an ultra sonic sensor, connected to a Raspberry Pi and a local network socket, we connected our device to the screens computer where 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. A simple idea, well executed, that let us use existing technology in a new way. The installation was appreciated by the head of Clear Channel and as a result Apotek Hjärtat was offered to keep it live for five additional days, as a way for them to show the opportunities their screens can offer." -Stopp


I love a good interactive advertisement. Simple, effective, and you remember what the ad is actually selling! This subway installment is by Stopp agency in Europe for the Apotek beauty brand.
 The concept is quiet simple, the woman's beautiful mane whips around her face as the train comes barreling into the station, as if she can feel the sensation of the wind.  I love how the woman looks; she is your bank teller, or your child's teacher, or the girl who lives next door as opposed to a heavily made up model with obvious hair extensions. The beauty of her hair looks achievable and believable, this is very important to the brands trust worthiness among its consumers.

I think  all woman secretly enjoy that occasional perfect gust of wind that makes them feel like they're the dream girl in a movie that always moves in slow motion with a sensual theme song. Hair movement is just as sensual as hip movement, and the more healthier your hair is the more it bounces and sways to and fro. I think Stopp nailed it perfectly with this well played execution