Millions of mold spores were spread over marketing book and then locked in a display case by BBDO Ukraine to advertise a conference

Agency BBDO Ukraine created an ad that grew actual mold, to attract people to a local marketing conference and comment on how quickly knowledge becomes dated. Millions of mold spores were spread over marketing book, Kotler on Marketing by Phillip Kotler, and then locked in a display. After a few days the book was completely covered in mold.

According to AdAge, the technical process behind the ad was not simple. With the help of a microbiologist, BBDO Ukraine had to recreate an ideal micro-climate for mold to grow, while ensuring that harmful bacteria didn’t get in the way. They also had to find a material that would allow for it to spread. The project had its desired effect, attracting plenty of attention. Although due to its controversial nature, not all of it was positive, with dissenting opinions amongst classic marketers and the newer generation.

BBDO Ukraine

Agency BBDO Ukraine created an ad that grew actual mold, to attract people to a local marketing conference and comment on how quickly knowledge becomes dated. Millions of mold spores were spread over marketing book, Kotler on Marketing by Phillip Kotler, and then locked in a display. After a few days the book was completely covered in mold.

According to AdAge, the technical process behind the ad was not simple. With the help of a microbiologist, BBDO Ukraine had to recreate an ideal micro-climate for mold to grow, while ensuring that harmful bacteria didn’t get in the way. They also had to find a material that would allow for it to spread. The project had its desired effect, attracting plenty of attention. Although due to its controversial nature, not all of it was positive, with dissenting opinions amongst classic marketers and the newer generation.