"25 years ago I rented out my space at the Biennale for a Brand's Billboard.  Today, I'm the Billboard." Maurizio Cattelan

A true performance art project that opens a debate on the use of people as media in the social network age. 

People are media now like never before, but some people are innovative media.  Maurizio Cattelan, the most highly-valued, controversial, unpredictable and provocative artist of our time. 

He decides to give a speech in public for the first time in his life.  On April 23rd at the Carrara Fine Arts Academy, to mark his honorary professorship, with the Italian and international media looking on, he stunned the world by presenting himself as a human billboard for the Huawei brand.  
A billboard that after just 6 hours had already appeared in the world of fashion, technology and art too.  A true performance art project that opens a debate on the use of people as media in the social network age.  Huawei went from Cattelan's head to everyone's lips and beyond.
A UGD campaign turned thousands of people into human billboards - total reach - 284 million.

Source:  Adforum 

Source:  DLV BBDO Italy