The promotion for the new movie Contagion has truly gone viral. Ahead of the release of the film, Warner Bros Pictures hired microbiologists and immunologists to create an unconventional billboard.
Teaming up with CURB Media and ad agency Lowe Roche, they installed 2 huge petri dishes full of live bacteria in an abandoned storefront in downtown Toronto. Over a period of a few days, the bacteria multiplied and grew to spell out the name of the film, Contagion. Love this and the art direction and type reveal looks amazing, this also reminded of a campaign my old copywriter Jo Arscott did while at Saatchis where they produced a 48 sheet poster and sprayed the headline in glue - over the coming days the fumes and dirt from London streets revealed the message; 'This is what your kid breathes in everyday' it was for kids with asthma, love how both pieces play with the type and dramatised the key message.
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