36th São Paulo Bienal: If Your Head Is Not At The Bienal, Where’s It At?

The 36th Bienal de São Paulo – ‘Not All Travellers Walk Roads – Of Humanity as Practice’, the largest art exhibition in Latin America held every two years at Ibirapuera Park, has just launched its new campaign: ‘If Your Head Is Not At The Bienal, Where’s It At?’, created by Africa Creative with voice over by legendary Brazilian singer and songwriter, Tom Zé. The campaign turns the creative concept into a visual metaphor for the human mind. According to a Harvard study, people spend 46.9% of their time immersed in thoughts unrelated to what they’re doing. In this context, giant heads appear in various shapes and forms floating through São Paulo, symbolising these wandering thoughts that take us away from the present moment.