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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.
The campaign was timed to follow the Brazilian R6 Siege competition finals at the Game XP 2019 convention in Rio de Janeiro last week.
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