Speaking of identity: Forfeit your identity, sell a video game.

“Hoping to push back the frontiers of advertising, a British marketing firm said Monday it would pay nearly $800 each to five people for the right to transform them into human billboards for a fantasy superhero. “It’s not a gimmick … Every form of their identity will have to change for this to work,” said Acclaim spokesman Andrew Bloch. “They’ll be walking, talking, living, breathing advertisements.””

via gravattville, which also has this gem today: plus it’s art, so … i have to actually like it