In February this year, Swedish agency, Akestam Holst, and production company, Stopp, created a poster for Apotek Hjärtat’s Apolosophy hair care products that featured a woman whose hair blew in the wind created by an oncoming train. This made headlines throughout the world.
So another Swedish agency, Garbegs, has used that ad’s fame as a springboard for The Swedish Childhood Cancer Foundation. The new billboard looks nearly identical. And the woman’s hair blows in the wind created by oncoming trains. But when you keep watching, something else happens. The hair blows off the woman’s head. The woman is not a hair model but a real girl, 14 year old, Linn. She has cancer. The tagline reads, “Every day a child is diagnosed with cancer.”
A trifecta of memorable surprises, yes? First, the ad pings off the most talked about poster in Sweden. Secondly, the model has cancer. Third, she’s so young.
Creative credits:
Agency: Garbergs, Stockholm
Creative director: Petter Ödéen
Art director: Sebastian Smedberg
Copywriter: Sedir Ajeenah
Photographer: Daniel Griffel
Digital director: Micke Ring
Producer: Karolina Smedberg
Production company: Adamsky
Post/grading/sound: The Line
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