It's Time to Take the Brand Out of Branded Content

Behind-the-scenes storytelling trumps taking the leading role

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A young and adored celebrity supermodel breaks free of her gilded cage (and wig) to unite a diverse but misfit group of creative souls whose intrinsic love for humanity is enough to transform an urban, socio-political clash into a moment of beautiful peace and understanding. Pretend you haven’t been on Twitter for the last month and you might agree this is a half-decent germ of an idea—you might even think it was compelling.

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This story first appeared in the May 22, 2017, issue of Adweek magazine. Click here to subscribe.