Under the creative concept of “what’s in your stuff it’s in your hands”, we decided to use samples of some of the most commonly used elements in people's lives (smartphone, joystick, bill) and showed them in giant Petri dishes, in order for fungi and bacteria to grow and be visible at plain sight. Thus, we made a campaign by putting people in direct visual contact with the bacteria with which they coexist day by day.

On the execution level, we integrated a standard OOH support to a giant petri dish. It was filled with a laboratory culture medium and seeded with samples taken from a joystick, a smartphone and a bill.

On the aesthetic level, we chose a sober design, with no details, in the same style as the classic elements that live in a laboratory. We used transparent acrylic, petri dishes’ material which are used in labs. Its dimensions were 90 cm of base, by 170 cm of height.

The contribution of this campaign to the brand, is to convert the problem in the element of it. We do not resort to persuasive speech, but simply expose people to the problem itself, by which they should wash their hands. Through the exhibition of the bacteria contained in elements of daily use, we generate impact and an appeal to action and to use the product directly. Culturally, to see that elements of daily use are full of harmful bacteria and fungi, is an immediate generator of consciousness.

The campaign was seen by more than 1 million people (a third of Uruguay’s population), in just 15 days, since it was located in the shopping mall with the highest traffic in the country.