Maurizio Cattelan: Sin Confession Hotline

The campaign for a pope-felling sculpture by Maurizio Cattelan needed a no-budget idea that would create press buzz while supporting Avant Arte's ambition to be the go-to creative partner in art. Inspired by the renowned artist's prior engagement with the rituals of Catholicism and the sacrilegious piece itself, I pitched a sin confession hotline, with global callers invited to seek absolution by phone. Launched during Holy Week, the hotline saw more than 5,000 people confess, securing coverage everywhere from The Guardian (print and online) to Italian TV. Its content was mostly social-first, inlcuding worldwide OOH capture, sin highlight reel and live 'phone-in' with the artist.