People make up the craziest things

Glossier sets up a wall where pedestrians hang a Polaroid of themselves. Written on the back is the craziest story ever made up about them. People are invited to read and flip pictures around.

Glossier

Problem: Once an “it” brand, current conversations focus more on its missteps than its impact, leaving the brand feeling less relevant to younger audiences.

Solution: Smear campaigns are universal. Instead of ignoring the noise, we lean into it and find the compliments hidden behind the jealousy.