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# Bacteria Billboard
- URL: https://www.protein.xyz/bacteria-billboard/
- Published: 2011-09-13T09:02:04.000Z
- Updated: 2016-06-04T13:25:25.000Z
- Description: The promotion for the new movie Contagion went truly viral.
- Author: Sam Boynton
- Tags: Seeds, Technology, #protein, #Import 2024-06-11 13:15

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/4407/bcdd3782-b663-4fd0-8739-e2a612d7b6ef.jpg)

The promotion for the new movie [Contagion](http://www.imdb.com/title/tt1598778/?ref=protein.xyz) has truly gone viral. Ahead of the release of the film, Warner Bros Pictures hired microbiologists and immunologists to create an unconventional billboard. Teaming up with [CURB Media](http://www.curbmedia.com/?ref=protein.xyz) and ad agency Lowe Roche, they installed 2 huge petri dishes full of live bacteria in an abandoned storefront in downtown Toronto. Over a period of a few days, the bacteria multiplied and grew to spell out the name of the film, Contagion. Watch the one-of-a-kind bacteria billboard in action in the video above. It’s interesting to see how ad agencies are incorporating scientific processes into their campaigns to capture the attention of passers-by. Whether it's using living organisms such as this, or augmented reality that lets people interact with the advert, it seems it's no longer enough for brands to create a traditional 2D billboard.