A Swedish pharmacy chain came up with an original idea to encourage smokers to give up smoking as a New Year resolution. Agency Akestam Holst created an outdoor innovation – a billboard that “coughs” when you smoke near it. The poster has built-in alarms that sense cigarette smoke. When smokers light up and smoke a cigarette anywhere near the billboard, it reacts making the man in the video-poster suddenly cough. Smokers are then given advice on nicotine replacement products available from the pharmacy. Brilliant!