See what's on at The Drum

Warner Bros creates ‘viral’ advert using bacteria and petri dish with CURB

Warner Bros and its agency Lowe Roche have created a viral advert for film Contagion with CURB using bacteria and a petri dish.

Using an abandoned shop window in Toronto, two specially made Perti dishes and a range of specially grown coloured bacteria the movie title grew over 5 days.

Contagion, which hits UK cinemas next month, follows the rapid progress of a lethal airborne virus that kills within days.

CURB inoculated two large Petri dishes with live bacteria including penicillin, mould and pigmented bacteria which, almost overnight, grew the movie title ‘Contagion’, expanding to grow in and around the letters of the film.

Anthony Ganjou, founder of CURB Media, said: “More and more brands are approaching CURB to help create viral content, although not quite this literally. Not only did Warner Bros. require bacteria, which grew over a specific time but colours and clearly defined shapes as well.

“Being able to literally create a viral advert was an ideal way to launch CURB in Canada and the reaction has been phenomenal. Whilst the project was only ‘living’ for 5 days, the time-lapse video has gained almost 140,000 views in roughly the same time period, proving that natural media can deliver brilliant and lasting results. ”

By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy