The promotion for the new movie Contagion has truly gone viral. Ahead of the release of the film, Warner Bros Pictures hired microbiologists and immunologists to create an unconventional billboard.   Teaming up with CURB Media and ad agency Lowe Roche, they installed 2 huge petri dishes full of live bacteria in an abandoned storefront in downtown Toronto. Over a period of a few days, the bacteria multiplied and grew to spell out the name of the film, Contagion. Watch the one-of-a-kind bacteria billboard in action in the video above. It’s interesting to see how ad agencies are incorporating scientific processes into their campaigns to capture the attention of passers-by. Whether it's using living organisms such as this, or augmented reality that lets people interact with the advert, it seems it's no longer enough for brands to create a traditional 2D billboard.