Resorting to an everyday object that no one is oblivious or indifferent to, something everybody has but no one really owns, Share proposes an organic, uncontrollable process of disseminating an idea.

Share acts as a positive contamination, triggering a chain reaction with varying effects: surprise, soul-searching, agitation, an urge to share, reflect, exchange, laugh, act, pay it forward.

The scale of Share’s impact is unpredictable, somewhere between an epidemic and a mini outbreak, contained or not – who knows? – to one or several countries, cities or neighbourhoods. The bigger the propagation, the more positive the experience. Share.