HBO MAX
THE INFECTED BILLBOARD
We created a viral activation to premiere HBO’s post-apocalyptic hit.
We created a viral activation to premiere HBO’s post-apocalyptic hit.
Challenge
SATISFYING HIGH EXPECTATIONS
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.
Solution
BRINGING ‘THE LAST OF US’ TO LIFE
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.
BTS Photos
553M
Impressions
62M
Views
2.8M
Likes
3M
User Generated Content
