Share For Real
Sharing something online is easy.
Tap a button. Add an emoji. Keep scrolling.
Sharing with an actual stranger takes a little more effort.
We found creators who had built their audiences around sharing and challenged them to do it in real life. Armed with Hershey’s bars, they hit the streets of New York and Los Angeles to connect with commuters who were not always interested in being connected with.
Some interactions were warm. Some were awkward. A few people kept walking like their lives depended on it.
That unpredictability made the work feel real.
A small piece of chocolate became an excuse to interrupt the routine and create an actual human moment.