Duracell Bus Shelter in Montreal Heats Up When Everyone Holds Hands

You're friendly, aren't you?

Nothing enhances a commute like coming into physical contact with a bunch of strangers at the bus stop.

Cossette's "Moments of Warmth" campaign for Duracell had public-transport patrons in chilly Montreal join hands to complete a circuit and activate heaters in a branded bus shelter. I suppose this marketing approach has positives and negatives. (Such battery puns fall into the latter category.) On the one hand, it's not as touching as that Norwegian "Would you share you coat with a freezing child at a bus stop?" stunt. And having the subjects kiss would've provided more sparks.

On the plus side, at Duracell's shelter, no one can pick your pocket.

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.