Coffee is not just a caffeine filled pick me up that gives us that much needed morning or afternoon boost, but also at times a social experience. In comparison, reading the paper is very much a solitary task as readers have to focus on the written word.
Nescafé wanted to bring back some impulsive social interactions and inspire newspaper readers on the Parisian metro to lift their eyes and share a moment over a Nescafé coffee. Their solution? A pop-up café. Executed with the help of creative agency Geometry Global Paris, Nescafé printed newspaper ads with two foldable paper mugs filled with instant coffee. All the reader had to do was unfold the paper mugs, fill them with hot water and let the shared moment with a fellow metro commuter begin!