CreativityNescafé Print Ads Include Pop-Up Paper Mugs for Two, So You Can Both Scald YourselvesYet you'll be less painfully aloneBy Alfred Maskeroni|July 7, 2014ShareBy Alfred Maskeroni|July 7, 2014Share 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. Via Ads of the World. CREDITS Client: Nescafé 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 Adweek Adweek