The 60% of content shared by people on their social networks belongs to brands. That's why people are media now like never before.

Maurizio Cattelan, the most influent contemporary artist in the world is the media media. Thus, Huawei used his forehead as a billboard.

23.04.18

Maurizio Cattelan speaks in public for the first time in his life. In that occasion we turned his forehead into a billboard.

A 14x7 cm outdoor containing Huawei P20 Pro campaign.

Hundreds of journalists shot and filmed Maurizio Cattelan while he was talking.

Just in the first 24 hours, the Huawei P20 PRO name appeared in italian and european magazines, newspapers, newscasts.

The operation opened a debate about the use of people as media and it became also an art performance thanks to the artist's Instagram page.

Moreover, the ad was useful because Maurizio decided to donate his fee to the young students of the most important Art Academy in Italy.

Total reach:

286 millions

Brand interactions:

+ 2700%

Earned media:

174.690 €

Traffic to P20 Pro website:

+220%