AUNZ Work of the Week: No Ugly and Droga5

In a category often obsessed with external perfection, Droga5 Aotearoa has taken a radically different approach for New Zealand wellness brand No Ugly. The campaign, ‘The Bacteria That Grew a Campaign’, turns the science of gut health into art — literally.

Using agar plates as canvases, the team cultivated bacterial growth patterns from Bacillus coagulans, the key ingredient in No Ugly’s ‘No Ugly Gut’ tonic, to create striking, living artworks.

The campaign highlights the beauty of a thriving microbiome, and collaborating with microbiologist Dr. Siouxsie Wiles, Droga5 designed the bacterial growth to reflect the natural beauty of a healthy gut. “This campaign shows just how beautiful bacteria can be — making the invisible visible,” said Dr. Wiles.

Blending science, art, and a touch of whimsy, Droga5’s campaign is a refreshing reminder that sometimes, the most beautiful things are the ones we can’t see.