Scientists Encoded a Trove of Video Game Tips Into DNA, Then Mixed It Into an Energy Drink

The Rainbow Six Siege campaign puts a real emerging tech to baffling use

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Advertisers in Brazil are laying claim to a bizarrely specific milestone: the first energy drink containing video game files encoded in DNA molecules.

The sci-fi feat was accomplished as part of a campaign from AKQA Sao Paulo in which the agency hired DNA data storage startup Helixworks to translate a trove of data on Ubisoft’s Rainbow Six Siege into 3D-printed genetic material.

The brand-happy mad scientists then infused this synthetic DNA into an AB InBev-owned Brazilian energy drink called Fusion.



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