Curb Grows World’s First Viral Advert For Warner Bros.
The UK’s leading natural media company continues to expand internationally and push communication to new bounds creating quite literally the world’s first proper ‘viral’ video, which has already amassed 140,000 views, with one of the world’s biggest brands, Warner Bros; launching their latest film release Contagion in Canada.
CURB, www.curbmedia.com, who specialise in delivering media using entirely natural and sustainable materials were recently approached by Warner Bros and their agency Lowe Roche to help create a high profile viral advert using nothing but bacteria and a giant Petri dish.
Warner Bros. and Lowe Roche appointed CURB Media as part of the promotion for their latest box office smash, ‘Contagion’, which features a number of A-list stars; including Matt Damon, Jude Law and Kate Winslet. Using an abandoned shop window in Toronto, two specially made Petri 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. On August 28th, 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.
The growth of the project was captured on film over the course of the week and shows the viral ad growing from spore. http://www.youtube.com/watch?v=LppK4ZtsDdM
Anthony Ganjou, founder of CURB Media, had the following to say about the project:
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.
“We’ve been literally growing viral the whole summer, with the UK’s first interactive living billboard, cultivated bacteria adverts and over 500,000 hits on youtube across our latest projects. We are showing that natural media has real potential as mean for brands to create online content that consumers love and engage with.”
|posted on 13/09/2011 Tagged with PR Public Relations UK PR Agency|