We built giant petri dishes seeded with live bacteria to promote Steven Soderbergh’s Contagion.
Over seven days, the microbes revealed the film’s title, letting the advertising behave like the virus itself.

The gloriously disgusting stunt generated over $3MM in earned media across North America, while a time-lapse video of the board went viral, racking up more than 500,000 YouTube views in its first 72 hours.

The work was shortlisted at Cannes, the One Show and the Clios, and won gold at every major Canadian show. (2011)