Because it went up in Toronto – and frankly because it’s kinda cool – I thought I’d put up a quick post about a new brand of marketing utilizing a biological medium.

Capitalizing on the ramp up to this year’s Toronto International Film Festival, two billboards made from live bacteria were mounted in an abandoned storefront at 409 Queen Street West in the downtown to promote the upcoming release of Contagion.

This one-of-a-kind advertisement was the brainchild of the Toronto advertising agency Lowe Roche, who teamed up with the U.K.-based CURB media, an agency that’s already had some experience working with biological advertisements, and from a combination of 35 different strains of bacteria and fungi were able to come up with this impressive installation. Over the course of several hours the words slowly formed as the various bacteria and fungi matured.

Unfortunately the billboards have since been pulled down. Here’s the video that captures the process. Enjoy!