On the 26th November 2010 Fredrik Hjelmquist, CEO of Pause Home Entertainment, swallowed a specially made wireless sound system in order to transform himself to a Human Jukebox. The device was then controlled wirelessly, allowing anyone to play music inside of him by simply visiting his company’s website and picking a track.
With this stunt, Swedish agency Akestam Holst was able to establish that when it comes to custom sound systems by Pause Home Entertainment, anything was possible! 🙂
A woman buys a bra in a busy H&M store in central Warsaw. She heads for the exit. The security gate beeps, like it does when something is wrong, and everyone turns their head.
Then the twist lands. The “problem” is not theft. It is a special tag added to the purchase, designed to trigger the gate and force a second look at what you are carrying, and what you might be missing.
Most women know breast self-examination, and many see it as “good enough”, even if they do it irregularly. The Polish Federation of Cancer Survivors wanted to disrupt that assumption with a simple line. “What a person can miss the machine will find”. The aim was to get more women to sign up for regular mammogram scanning.
The mechanic explains itself. A shop assistant adds the special tag to a bra purchase. The gate beeps on the way out. The tag copy then connects the feeling of “something is wrong” to the idea of early detection, and provides a fast path to book a mammogram appointment.
In mass retail and FMCG environments, point-of-sale public health activations work best when they use an existing habit and environment cue, then translate it into a single, unavoidable moment of attention.
This is not a scare poster. It is a physical interruption at the exact moment a woman is already thinking about bras and bodies. The beep creates instant relevance and social visibility, then the message supplies the explanation and next step.
Mammogram scanning here refers to screening mammography, an imaging test designed to detect abnormalities that manual self-examination can miss.
The campaign targets a specific behavioural gap. Women believed self-checks were sufficient, so they delayed or skipped mammograms. This activation reframes the choice as a capability gap. humans miss things. machines catch them.
The initiative was supported by the Federation of Amazonki, the Ministry of Health and the Oncology Center in Warsaw. H&M hosted the action because it naturally reaches a wide age range, from teenagers to women in their fifties and sixties.
In the campaign write-up at the time, the team reported 330 tags given away in 2 days, 1,650 unique visitors to the site, and a 10% lift in phone calls versus the pre-action period. It also described a longer tail effect when women later heard similar beeps in other stores.
It is a Polish breast cancer screening activation where a special retail tag on a bra purchase triggers a store security gate beep, then explains why mammography can detect what self-checks may miss and how to book screening.
A shop assistant adds a special tag to the bra purchase. When the customer exits, the security gate beeps. The tag reveals the message and directs the customer to the next step to book a mammogram.
The beep is a built-in attention trigger with public visibility. It creates an instant “stop and look” moment that the campaign reframes into a health reminder without needing a lecture.
It targets the belief that self-examination is “good enough” and nudges women toward regular screening mammography by positioning detection as a machine advantage, not a personal diligence test.
Humans can miss signs. Imaging can find abnormalities earlier. Do not rely on self-checks alone if screening is available.
The write-up reported 330 special tags distributed in 2 days, 1,650 unique visitors to the site, and a 10% lift in phone calls versus the pre-action period.
Borrow an existing “pay attention” signal, make the explanation self-contained in the artifact, choose a moment of maximum relevance, and make the next step frictionless while motivation is highest.
Thousands of Hong Kong’s alternative music fans crave the raw energy, focus, passion and participation of a live performance. Zoo Records, Hong Kong’s most celebrated alternative music store faced the challenge to bring this live experience directly to the fans.
Zoo Records with Leo Burnett Hong Kong created a campaign called “Hidden Live” that went on to became the world’s first live mobile music festival!
As a result more than 10,000 people packed into the festival each night and countless more got involved as constant clips were shared online. Zoo Records sold out 80 percent of the albums for those eight performing bands. But most importantly, alternative music came alive in tens of thousands of venues all over Hong Kong.
