| Title | COUGHING BILLBOARD |
| Brand | APOTEK HJÄRTAT |
| Product/Service | STOP SMOKING PRODUCTS |
| Category |
C03. Interactive & Dynamic Billboards / Posters |
|
Entrant
|
AKESTAM HOLST NOA Stockholm, SWEDEN
|
|
Idea Creation
|
AKESTAM HOLST NOA Stockholm, SWEDEN
|
|
Media Placement
|
IUM Stockholm, SWEDEN
|
|
PR
|
AKESTAM HOLST NOA Stockholm, SWEDEN
|
|
Production
|
AKESTAM HOLST NOA Stockholm, SWEDEN
|
Credits
| Magnus Jakobsson |
Åkestam Holst NoA |
Creative Director |
| Evelina Rönnung |
Åkestam Holst NoA |
Art Director |
| Hugo Wallmo |
Åkestam Holst NoA |
Art Director |
| Lars Bæcklund |
Åkestam Holst NoA |
Art Director |
| Mariette Glodeck |
Åkestam Holst NoA |
Copywriter |
| Sara Clewemar |
Åkestam Holst NoA |
Account Director |
| Jennie Strinnhed |
Åkestam Holst NoA |
Account Manager |
| Nisse Axman |
Åkestam Holst NoA |
DP Director |
| Henrik Adenskog |
Åkestam Holst NoA |
Producer |
| Johan Eklund |
Åkestam Holst NoA |
Digital producer |
| Alex Picha |
Åkestam Holst NoA |
Digital Producer |
| Eric Karlsson |
Åkestam Holst NoA |
Motion Designer |
| Lotta Person |
Åkestam Holst NoA |
Graphic designer |
| Ida Persson |
Åkestam Holst NoA |
PR strategist |
| Andreas Lind |
Cameralink/Andreas Lind |
Photographer |
| Henrik Gånheim |
State Interactive |
Technical Director |
Brief Explanation
People smoke. It´s not good for them. They already know this, but need to be reminded of it. Why? Because they're still smoking. Could we, as one of Sweden’s largest pharmacies, put the topic of the dangers of smoking on the agenda again?
In December 2016 we created a digital billboard that actually coughs when you smoke near it, and recommended nicotine products to help you quit.
To most bypassers it seems like an ordinary billboard. But when someone near the screen lights a cigarette, the billboard awakens and the model featured in the billboard starts coughing to remind you about the health risks of smoking.
The global spread of the campaign was mind-blowing. It put the topic of the dangers of smoking on the map again, and highlighted that smoking is as much a nuisance to others as it is a health risk to to the smokers.