Back in February a Swedish pharmacy turned heads after installing interactive billboards in Stockholm's subways. Every time a train passed the billboard, the hair of the model in the picture blew around, giving the impression that the train had sent a gush of air across the platform.
Innovative, without a doubt. Attention-grabbing, absolutely.
Earlier this month, Swedish advertising agency Garbergs snapped up the idea, hoping it could be used for the greater good.
It created an eye-catching Cancer campaign and the first advert was installed in Stockholm's underground in the beginning of October. The installations were only there for two days, but a YouTube clip of the campaign (below) has had a much longer life. In less than a week it has attracted 300,000 hits.
The focus of the project is 14-year-old Linn. As a train passes the billboard, the wind makes her hair blow so violently that it flies off her head.
That's when it becomes clear that this is not a copycat-ad. Linn was diagnosed with cancer and lost her hair because of it.
The billboard then displays a message explaining that one child is diagnosed every day from cancer, and urges people to donate.
"The world shares the film not just because they think it's beautifully made, but because they think the message is beautiful," Garbergs' copywriter Sedir Ajeenah told The Local.