Warner / Contagion: Bacteria Billboard

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

September 2011


khronos's picture
998 pencils

that is effin brilliant !!

nepotiums's picture
251 pencils

Superb!! I liked the thought and the message.

thedesignaddict's picture
5403 pencils

Nice idea.

jackblack's picture
2350 pencils

Well done.

Norremark's picture
77 pencils

Love this, new approach to the classic poster-concept

italocr88's picture
260 pencils


cfgjhrtjrt's picture
2 pencils
sirvan's picture
29860 pencils

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


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

Bill Me Now's picture
Bill Me Now
180 pencils

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

Nike Diesel's picture
Nike Diesel
13590 pencils


Glut's picture
3937 pencils

simple clever. Congrats

just Owen's picture
just Owen
12 pencils

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.

Flurb's picture
263 pencils

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.

Taylormade's picture
408 pencils

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.

Flurb's picture
263 pencils

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.

Taylormade's picture
408 pencils

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.

chouette's picture
69 pencils

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.

andylefty's picture
4535 pencils

It works for what its advertising. Very nice!

karmacoin's picture
688 pencils

simply great <3

kleenex's picture
41140 pencils


Seriously Crazy's picture
Seriously Crazy
638 pencils

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

JensH's picture
111 pencils

Wow, great work!

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