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Apotek | Reactive advertising

We’ve all seen the clichéd shots of models tossing their voluminous hair to show off the totally, non over-produced, effects of such and such a shampoo but Apotek, a Swedish Pharmaceutical brand, has taken a fresh approach to this seemingly prescribed scene.

Apotek installed a number of video billboards within underground train stations, and fitted them with sensors that detected an approaching train.  The synchronised reaction between the video and the approaching train produced a stunning real-world effect on the digital displays that stopped commuters in their tracks.

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