To promote the Canadian release of Warner Bros. Contagion, ad agency Lowe Roche partnered with Curb Media to create a self-cultivating bacteria advertisement. Curb Media, known for producing “natural sign media,” allowed their own microbiologists and immunologists to choose 35 strains of bacteria for the billboard. The strains of bacteria, approved by the Canadian Health Board, can be seen in storefront windows on Toronto’s Queen Street West.
…Lowe Roche stencilled the letters and inoculated two large petri dishes with the bacteria. The boards initially appeared blank, but as the bacterial self-cultivated, the movie’s title was slowly revealed. The process served as an artistic interpretation of the worldwide spread of a virus depicted in the movie.
This type of advertisement is just so cool. It’s inventive, relevant and pretty gross. We love it!