Inspired by the rise of ‘micro joys’ and feel-good moments in everyday life, ‘The Daily Feel Good’ transformed a city-centre newspaper kiosk into an uplifting destination dedicated entirely to positive news, optimism and playful disruption. Bringing the Who Gives A Crap brand world to life in a bold, culture-led way, the activation replaced doomscrolling with good news stories, feel-good headlines and surprise moments designed to lift moods and brighten daily routines.

Designed to surprise and delight throughout the day, the kiosk combined playful sampling, spontaneous entertainment and interactive installations that celebrated the brand’s core product benefits and purpose-led mission. On the reverse, immersive bathroom cubicles heroed key messaging around softness, design and the brand’s 50% profit donation pledge — turning product storytelling into tactile, content-worthy experiences that encouraged visitors to explore, play and participate in doing good.