If anything is going to convince a smoker to quit, it's a judgmental, passive-aggressive, coughing billboard. At least, that's the ostensible premise of a new campaign from Swedish pharmacy Apoteket Hjärtat and agency Åkestam Holst.
The digital poster uses outdoor smoke detectors to identify any nearby smokers and shame them by sending the man on the screen into a hacking fit, according to a case study video promoting the ad.