The Electric Factory collaborated with microbiologists and scientists on the project, and according to creative officers Federico Cibils and Gustavo Etchandy, the scientific input proved fascinating. "When we began 'seeding' in petri dishes (normal size) at the lab, the first time we saw the bacteria and fungi appear, we were horrified by the idea that those were actually living in our everyday stuff," said Cibils in a statement. "The scientist leading the experiment told us something that made a sudden 'click' inside our heads: we are already immunized to the vast majority of these bacteria. However, there is a slight possibility that some of them are dangerous diseases. That is why it is imperative to wash our hands: to avoid being in contact with these for too long."
While at present the "Bacteriads" posters are only running in malls in Uruguay, the plan is to roll it out in other South American countries, and The Electric Factory also says it is planning a "broader" sequel to the campaign.
Check for more here:
Ad Age / Creativity : http://creativity-online.com/work/lifebuoy-bacteriads/50131
Ads of the World: http://adsoftheworld.com/media/outdoor/lifebuoy_bacteriads