Bacteria Billboard

Agency Network: 
September 2011


Ambient advertisement created by Lowe, Canada for Warner, within the category: Media.

Advertising Agency: Lowe Roche, Toronto, Canada
Creative Directors: Steph Mackie, Mark Biernacki
Art Director: Glen D'Souza
Copywriter: Mike Takasaki
Producers: Beth Mackinnon, Terri Vegso, Liz Walker
Planner: Andrew Carty
Account Executive: Sarah Jawad
Microbiologist, CURB Media: Dr. Patrick Hickey
Production Companies: CURB Media, Untitled Films
Director: Tyler Williams, Dean Vargas
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khronos's picture

that is effin brilliant !!

Activity Score 996
nepotiums's picture

Superb!! I liked the thought and the message.

Activity Score 251
thedesignaddict's picture

Nice idea.

Activity Score 5403
Art Director at Freelance
jackblack's picture

Well done.

Activity Score 2363
Art Director
Norremark's picture

Love this, new approach to the classic poster-concept

Activity Score 77
italocr88's picture


Activity Score 260
Copywriter at Ogilvy & Mather Argentina
cfgjhrtjrt's picture
Activity Score 2
sirvan's picture

This is very appropriate for the movie, and very well done. I really like the fact that the video isn't over-done. It just shows the idea.

However, how many "growing headlines" have we seen over the years? Whether it's grass seed, or the rest of the billboard getting dirty –while the words say "clean." We've seen this technique before. A lot.

+ great execution
+ appropriate for the client
- done, done, done

Activity Score 29860


"I love some things, and don't love some other things."

Bill Me Now's picture

I hate to "+1" a comment you surely put some time into crafting, but right on!

Bill Me Now
Activity Score 180
Nike Diesel's picture


Nike Diesel
Activity Score 13718
Art Director
Glut's picture

simple clever. Congrats

Activity Score 3935
Public Relations at Glut. Ideas Boutique.
just Owen's picture

Not sure, a general passer by would just think it was paint, unless they make a big deal about how its actually mould. The message would only have an impact when its completely covered, for a long time it will just be empty. Too much effort for the amount of response.

just Owen
Activity Score 12
Flurb's picture

Sure, the cool factor of this idea may be lost on certain passersby, but passersby are only a fraction of the audience who will be exposed to this ad. This video has been making its rounds on the internet for the last couple of weeks---where it has been seen by thousands more. Like ourselves. In my opinion, that sort of response makes the effort more than worthwhile.

Activity Score 263
Creative Director
Taylormade's picture

But when they enter it into award shows, I bet it will be in the out-of-home or non-trad categories, and not in any viral video categories. So it should be judged creatively as an out-of-home/non-trad piece.

Activity Score 408
Flurb's picture

You make a good point. But it has gone viral because it is such an novel/awesome out-of-home/non-trad idea. I won't be surprised if I see it pop up at an award show or two.

Activity Score 263
Creative Director
Taylormade's picture

Change happens so slowly that nobody would notice it – besides the agency people who took pictures of it for the awards video. And why would anyone even want to take a picture of the word "Contagion" made of mold.

Activity Score 408
chouette's picture

Well, people usually don't take a picture of mold on their bathroom to share it on blog or sth. But it is a billboard. I'd definitely do that.

Activity Score 69
andylefty's picture

It works for what its advertising. Very nice!

Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
karmacoin's picture

simply great <3

Activity Score 688
kleenex's picture


Activity Score 58791
Web Designer/Developer
Seriously Crazy's picture

totally relates to the movie, generates curiosity/interest around the brand (in this case, movie), a new medium it!

Seriously Crazy
Activity Score 638
JensH's picture

Wow, great work!

Activity Score 111
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