This Creative Agency Made Poster-Sized, Bacteria-Filled Petri Dishes and Put Them in a Mall

The Electric Factory Group loves to innovate, no matter the medium

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The Electric Factory Group co-founder and CCO Juan Ciapessoni will tell you that you can disrupt any medium, even a traditionally static one like out-of-home posters. “All that matters is the idea, the craft and the innovation applied to the medium,” explained Ciapessoni.

It’s not surprising that he’d point to posters: Recently the 15-year-old Montevideo, Uruguay-based shop has found that tinkering with what exactly those posters are made of is one way to get the eyeballs clients like Unilever’s soap brand Lifebuoy are looking for.

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This story first appeared in the Feb. 27, 2017, issue of Adweek magazine. Click here to subscribe.