A quick Google search shows that there's also some similar activity on the internet, and the campaign is not just the billboards: https://www.google.com/search

A quick Google search shows that there's also some similar activity on the internet, and the campaign is not just the billboards: https://www.google.com/search?q=kate+of+gaia&tbm=isch https://www.google.com/search?q=kate+of+gaia&tbm=isch Lots of low budget Youtube video stills in there. Watching the videos, seems to reveal a clean-shaven man with long hair, in a dress, named Kate. https://www.youtube.com/watch?v=KtvJRGYS684 https://www.youtube.com/watch?v=KtvJRGYS684