Ahh, the morning paper. You've just settled into your seat on the train, or perhaps a park bench, to enjoy the morning light and digest the news of the day. But there are two things missing: your cup of morning joe, and another person to enjoy this peaceful moment of solitude with you.
Yes, the folks at Nescafé France have deemed reading a newspaper to be "a rather lonely moment." As a cure for this intolerable isolation, they've invented branded newspaper wrappers that come with pop-up paper mugs, apparently with coffee powder in them. If you happen to be near some hot water, well you're in luck! Instant coffee!
There are two mugs: one for you, and one for the person you are now sharing your Metro newspaper with!
See below as actors convincingly use these paper advertisements as actual mugs, filling them with scalding liquid. And note the relief on their faces as they once again avoid another moment of being totally and inescapably alone.
Agency: Geometry Global, Paris
Chief Executive Officer: Reza Ghaem-Maghami
Executive Creative Director: Yvan Hiot
International Creative Director: Patrick Sullivan
Art Director: Nicolas Gagner
Copywriter: Romain R. Nonis
Account Manager: Margaux Delacommune
Art Director: David Lin
Art Buyer: Annette Hallum
Chief Creative Officer, Worldwide Creative Director: Michael Kutschinski
Designer: Olivier Brechon
Print Manager: Karine Prigent, Redworks
Media Planner: Severine Bernelin, Neo
Production: Ateliers Marina, Marsellus