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People like cows. They celebrate cows. They then cover the cow in QR codes because.. the creators hope it makes the papers.
The Sao Paulo Annual Cow Parade is a big deal every year in Brazil. It describes itself as 'one of the largest contemporary street art events in the world'.
Brazilian artists, namely Daniel Siarkovski and Rafel Grostein, thought it would make great headlines if they put QR Codes on something for the 2010 parade.
Considering previous artwork has included 'acupuncture' -- a bloodied cow stabbed through with needles -- a cow sipping a martini and one sliced in half, perhaps QR code splotches don't stand out that much in the big picture.