HBO’s "The Last of Us" is a post-apocalyptic action-adventure series set in a world where a deadly fungus has infected most of humanity and turned them into aggressive and dangerous creatures known as "infected".

The franchise already had a rather large fanbase among hardcore gamers due to the success of the videogames released on back in 2013, but non-gamers were completely unaware of the upcoming premiere despite the pre-launch campaign.

Set to premiere in January, HBO needed something that would get the whole country talking. The challenge: we only had one billboard to do it.

We infected Mexico City’s most iconic neighborhood with just one billboard. Featuring a cordyceps infected body and surrounded by fungus that engulfed an entire corner and its nearby surroundings. The post-apocalyptic world from the series was brought to life in such detail, no one could ignore it.

The PR strategy consisted on supporting the MKT activation by implementing an experiential VIP visit to The Infected Billboard and a private episode 3 screening party to generate awareness and buzz on social media.

The Infected Billboard immersed people in the show’s post-apocalyptic world. Even people who had no idea of The Last of Us got "infected" by it.

Carefully crafted to mimic the look and feel of the series, over 3,000 cordyceps were painstakingly glued and painted by hand. The Infected Billboard became more than a billboard, it created a landmark that drew in long-time fans and newcomers alike. People swarmed to the billboard, queueing for more than 60 minutes just for a chance to see it and snap some selfies.

Our main competitor Netflix tried to steal the attention by placing a huge billboard next to The Infected Billboard, but our fans fired back on social media mocking their attempt to jump into the conversation and criticizing Netflix's latests fiascos.

The Infected Billboard became an attraction and was featured as a not to be missed spot in blogs and specialized media.

In just over two weeks, no one escaped infection as "The Last of Us" invaded Mexico City.

Over 3 Million user generated content

553 Million impressions

62 Million views

2.8 Million likes.

Over 60-minute queues to visit

Impact so big, HBO decided to announce season 2 on the billboard itself