Every time I pass these moving digital billboards in the tunnelbana (subway) I smile. They're so minority report and high tech and begging to have creative things done to them. When a shampoo ad used the timing of blowing hair to match the wind caused by subway trains arriving on platform Garbergs took notes. "That's good" they might have thought "but could be better".

And so here's another ad with wind blowing in the young models hair, but the end has a twist. She has no hair.

The ads for Barncancerfonden (Child Cancer Fund) reminds commuters that every day a child gets cancer, and ask for SMS donations of 50 SEK to help research. Anyone who is moved by the message can donate on the spot with the cellphones. (50 sek is like one trip to a Café, or 10 KR more than a subway ticket, so it's affordable for most people making it likely that people do donate)

Agency: Garbergs, Stockholm, Sweden Copywriter: Sedir Ajeenah Art Director: Sebastian Smedberg Creative Director: Petter Ödeen Photographer: Daniel Griffel Account Manager: Ida Tenggren Digital Director: Micke Ring Producer: Karolina Smedberg Production company: Adamsky Post/grading/sound: The Line

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.