Brands can use the ‘sharded self’ trend positivelyThanks to the internet, everyone has a voice. But it’s not always the nicest voice: “There are a lot of trolls out there,” pointed out Walker.One trend seen in the work submitted to this year’s D&AD Awards is that brands are starting to reformulate the negativity into a positive message. A standout project mentioned by both The Future Laboratory and the White Pencil panel was This Is Wholesome by Honey Maid, a traditional American snack brand that wanted to reposition itself as progressive.Last year, Honey Maid launched a bold campaign featuring divorced, interracial and same-sex families. It brought the company a lot of attention – not all of it good. So this year, the brand responded to its trolls with another ad juxtaposing the hate with the love.It took the negative tweets, printed them and made an instalation that spelled ‘love’, which it surrounded with positive tweets [above]. “If you want to be relevant, you have to be able to exist in the world that’s happening around you,” said Google Creative Lab executive creative director Steve Vranakis, who was on the White Pencil jury.