Going viral

The film Contagion spreads a real virus.

To promote the upcoming Warner Bros. film Contagion, directed by Steven Soderbergh, Lowe Roche decided to go viral in the old-school sense. The agency, with the help of UK scientist Dr. Patrick Hickey and his team of microbiologists from UK-based Curb Media, created a one-of-a-kind OOH bacteria board that is a living representation of a virus spread around the world – the premise of the movie. The film’s title, Contagion, was grown over a one-week period by using real living bacteria and fungi creating one sick ad execution.


advertiser: Warner Bros.
agency: Lowe Roche
CDs: Steph Mackie, Mark Biernacki
AD: Glen D’Souza
copywriter: Mike Takasaki
producers: Beth Mackinnon, Terri Vegso, Liz Walker
planner: Andrew Carty
microbiologist: Patrick Hickey