Of course, Netflix didn't just lock a person in a banner for no reason. This is part of the promotional campaign for the series "The Last House". According to the plot, a family is trapped in their own home without any way to leave, which perfectly correlates with the billboard. 

The actor had water, food, and a sign on which he wrote messages and showed them to passersby. This added extra virality to the UGC content, as the messages were different, providing additional reason for publication and tracking of his condition. 

Adaptations:

• Real estate, vacation homes, etc. Anywhere a person can spend time. Here you can play on the idea that you'll find an apartment on any terms.
• Furniture, beds, interior items - everything that is in these spaces. Here you can play on the idea that with such a comfortable bed, any space is comfortable.
• Psychologists, coaches. Here you can play on public speaking, fear of the audience, fear of being in the spotlight, etc.

Cost: 

• Banner - modifications will be needed to accommodate a person. I think it's no more than 150-200 thousand rubles.
• Actor. No more than 40-50 thousand rubles.

Potential - such news will definitely be picked up by the media and published everywhere possible.