Contagion – Billboard

I’ve always been a fan of clever, creative advertising, especially when it breaks out from the constraints of traditional media while reinforcing the message of the advert. This ‘billboard’ from Warner Bros, for the upcoming film “Contagion”, does just that. It’s a viral ad campaign. Literally!

(ok, not really ‘literally’ because, biologically speaking, viruses and bacteria are two different things, but you know what I mean!)

The clever use of bacteria to develop the message over time is great, and reminds me of another clever campaign from a few years ago by Audi which rusted over time to reveal an advert for the Aluminium A2 car (clever because aluminium doesn’t rust).

Here’s some words about the campaign that I’ve ‘borrowed’…

“Building on its reputation for always being ahead of the curve, Warner Bros. Pictures Canada created a unique outdoor installation merging science and advertising that is guaranteed to leave movie lovers, science buffs and art enthusiasts in ‘awe’ or ‘eww’.

In support of Academy Award ® winner Steven Soderbergh’s latest film “Contagion” — in theatres September 9th, Warner Bros. Pictures Canada teamed up with microbiologists and immunologists from around the world to create a one-of-a-kind bacteria message board located at 409 Queen Street West in an abandoned store-front window. On August 28th, two large Petri dishes were inoculated with live bacteria including penicillin, mold and pigmented bacteria and almost overnight have revealed the true Contagion — an artistic interpretation of the spread of a virus as depicted in the film.

The public was invited to witness first-hand the remarkable growing power of natural bacteria on Wednesday August 31st from 11:00 AM — 2:00 PM. The first 50 people who arrived received passes to see “Contagion” in theatres and other themed prizes.”

Find out more here on Advertblog