Moving ahead: Reactive advertising blows into town

Stockholm – Hair-product advertisements often strike a familiar note, featuring a fresh-faced model with gorgeous locks captured mid-movement. While the volume and vibrancy of the hair is easily shown in a television commercial, it is harder to express in print, so Swedish ad agency Akestam Holst and production company Stopp/Family created a digital print ad with movement in mind.

The digital advertisement, in an underground station, featured a typical long-haired model who appeared to be staring at commuters. Every time a train came into the station, however, the model’s hair blew around, as if she were in the windswept tunnel with everyone else.

The transformation of a seemingly still advertisement into a real-time, reactive one is a perfect way to harness Phy-gital selling, taking advantages of the merits of physical and digital retail. For more on Phy-gital spaces, see our Dawn of the Mega-systems macro trend.