Infectious ‘Contagion’ Billboard Is Made of Bacteria

Grow your ad, grow your audience

Here's a disgusting but cool out-of-home ad: Warner Bros. Pictures Canada hired microbiologists and immunologists to create a one-of-a-kind billboard made of growing bacteria in an abandoned storefront window in Toronto—to promote Steven Soderbergh's movie Contagion. On Aug. 28, the scientists inoculated two large Petri dishes with live bacteria—including penicillin, mold and pigmented bacteria—which rapidly grew to spell out the name of the movie on the board. Revolted passersby were assuaged by free passes to see Contagion and other themed prizes. Add this to the pile of impressive out-of-home executions we've been seeing lately. UPDATE: The billboard was done by CURB Media, which specializes in media using entirely natural and sustainable materials. The ad agency was Lowe Roche.