To Warn You About Food Poisoning, These Posters Were Made From Real Germs

Dutch Agency Lemz Grew Ad Text in Petri Dishes

Published on Dec 01, 2014

Editor's Pick

How to warn people of the dangers of food poisoning in a way that will really catch their attention? The Netherlands Nutrition Centre created an outdoor campaign in which the text on the posters is made from real germs. Working with Lemz (a Dutch agency that specializies in campaigns for social good, and won a Cannes Lions Grand Prix with anti-paedophilia effort Sweetie for Terre des Hommes), the Netherlands Nutrition Centre "grew" the text for the posters in a lab, using petri dishes filled with the cultivating medium agar. The text, which gives simple tips to prevent food poisoning, such as using a different chopping board for meat, became visible as the bacteria grew. Besides posters, the campaign included digital billboards showing the bacteria growing via time-lapse images.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Dec 01, 2014
The Netherlands Nutrition Centre
Willem Groeneveld
Film Production:
Online Production:
Magic Bullet
Outdoor Production:
Outdoor Production:
JC Decaux
Bacteria and Cultivation Production:
Dr. Rijkelt Beumer (Wageningen University & Research)
Stroom Media
Online Media:
We Are First

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.