We created a viral activation to premiere HBO’s post-apocalyptic hit.
The Last of Us was the most anticipated series of 2023. Our challenge was to create an activation that would satisfy such high expectations: with just one billboard.
We created an experience that brought the universe of The Last of Us to life. In Mexico City’s most iconic neighbourhood, we infected a billboard with Cordyceps.
The hyper-real fungus spread from the billboard and took over everything around, infecting even a car and the street furniture.
No one escaped the infection and people rushed to the site and queued for up to 60 minutes to snap a selfie with the billboard.
Even attracting street vendors selling merchandise knockoffs, the ultimate proof of virality in Mexico.
User Generated Content