Interactive billboard uses ultra sonic sensors to react to its surroundings by blowing in the wind.

Interactive advertisements are much more likely to hold our attention, but there are those that go above and beyond, such as British Airway's billboard that interacts with aircraft flying overhead. A similar idea was recently put to work in the Stockholm subway to promote a range of Apoteket hair products – which makes for an exceptional piece of advertising.

Digital screens on the platform were fitted with ultra sonic sensors that are able to detect the arrival of the latest train. As it pulls into the station, the image on the screen switches to a short clip of a woman struck by a sudden gust of wind. The advertisement is hard to ignore, and creates a connection with those waiting on the platform.

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