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Commuters in Stockholm can be forgiven for thinking someone slipp ed something funky in their morning coffee one morning in February. They were not hallucinating when the ad for Swedish pharmacy Apotek Hjärtat they were standing next to on the subway platform came to life as their train arrived. The billboard featured a photo of a model advertising a line of hair care products, Apolosophy. But when a subway whizzed into the station, her hair blew and blustered all over the place.
THE BRIEF: Historically, all pharmacies in Sweden were state-owned Apoteket stores. That changed in 2009 when the market was opened up to independents like Apotek Hjärtat. As a challenger brand, the company was...