This billboard in Stockholm is trying to help smokers with their new year’s resolution. The billboard is equipped with a smoke detector. If it detects smoke a movie is being started with someone coughing. The billboards are placed in various Swedish cities strategically placed where people usually smoke.
The coughing billboard comes from pharmacy Apotek Hjärtat and goes around on many European websites. Which is a nice side effect of the Internet age. The reach of a local campaign is many times larger.
The Swedish pharmacy used a notable bilboard before. It was in 2014 with flowing hair: