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This was a pretty genius idea, using live bacteria and mold to slowly form the name of the movie, execution is fantastic as well!

The Montreal Gazette writes:

Two billboards made from live bacteria mounted in an abandoned storefront window in downtown Toronto are giving a whole new meaning to the term “viral marketing.”

A team of scientists created the one-of-a-kind advertisements to promote director Steven Soderbergh’s film Contagion, in theatres Sept. 9, starring Matt Damon and Gwyneth Paltrow.

The living billboards, sure to leave germaphobes itching for hand sanitizer, were the brainchild of Mark Biernacki and Steph Mackie, the creative director duo of Lowe Roche advertising agency in Toronto.

“We wanted something that would have visual impact,” explained Mackie.

Building on the film’s plot, which follows the spread of a fast-moving and lethal airborne virus that kills within mere days, Biernacki and Mackie teamed up with U.K.-based CURB Media to transform their idea into a microbe-infused reality.

Read more at montrealgazette.com

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