Polaroid has launched an advertainment website to warn users about the dangers of "glare". Through a series of "scientific" (!!) experiments they show how useful polarized sunglasses can prove when you play tennis (for example...).
The concept reminds me a lot of the Slap the Mat site we saw a few months ago (the experiments, the unpleasant experience for the girl etc...), but it's less amusing. On the other side, Polaroid takes a step in the direction of user generated content, launching a challenge to share personal experiences with the sun's glare in order to win a pair of sunglasses. I know there's a lot of people out there looking for the 15 mb of fame, but I'm not sure a pair of shades is enough to generate such kind of contributes.
The agency behind it is Rubber Republic.