A new Apotek Hjartat billboard placed in a popular square in downtown Stockholm gives smokers a subtle message about their habit. Since the Swedish pharmacy brand is invested in keeping people healthy, it has created a smart billboard design that coughs when people are smoking near it.
The Apotek Hjartat billboard is equipped with a large, HD screen that displays a still picture of an actor. Most of the time, the image simply looks like an average ad for the pharmacy. However, the bus stop billboard is equipped with a sensitive smoke detector hidden inside it. If someone smokes nearby (as is the case relatively often), the still image of the actor jumps to life and violently coughs. The billboard plays audio as well to make sure it grabs smokers' attentions.