Make Ads Out Of Real Bacteria. Now That’s Viral.

To promote the new movie Contagion, agency Lowe Roche in Toronto created billboards made from real live bacteria. See how they did it:

The Montreal Gazette has more:

“We wanted to create an organic execution that people could fall in love with,” said Anthony Ganjou, founder of U.K.-based CURB media, an agency specializing in natural and sustainable media whose previous creations include billboards made out of grass plants and light installations made out of glow-in-the-dark bacteria.

Using 35 different strains of bacteria and fungi — including penicillin, mould and pigmented bacteria — CURB’s team of 25 microbiologists and immunologists tested different strains of bacteria to see which would work best at creating a message that would slowly grow into letters making up the film’s name.

The billboards were only up for five days before they were removed.