It seems like British Airways started somewhat of a trend with their #LookUp billboards in Piccadilly Circus towards the end of last year. Whenever a British Airways plane flew through the Heathrow flight path, they triggered advertising using real-time data of that particular plane. It was a stunning idea and claimed to be a world first campaign using this kind of technology.
And now it seems they’ve started something of a revolution. In a Stockholm subway, an advertisement for new hair product Apoteket sees the model’s hair react to the on-coming trains. It seems like a gust of wind created by the arriving train is blowing the model’s hair into her face. The model than manages to put her hair back into place and it starts all over again.