An infected wound? Earache? Routine surgery? Antibiotics have got it covered. But bacteria are rapidly learning to resist antibiotics.

This is called Antimicrobial Resistance, or AMR. It’s already a leading cause of death worldwide and it’s getting closer to home every day. Time is running out.
Due to a lack of investment in research, we haven’t discovered a new class of antibiotics for almost 40 years.

The&Partnership and INEOS envisioned bringing their attention-grabbing idea to life. The goal was to create a photorealistic exploding aubergine, complemented by a seductive voiceover, to draw attention to the importance of AMR research and encourage UK citizens to sign a petition.