Puro Faitrade Coffee: Staple

Make yourself more useful. Have a coffee break.
By drinking Puro Fairtrade Coffee, you contribute to the preservation of the equatorial rainforest and help improve working conditions of small coffee farmers.
So next time you’re wasting time at the office, make yourself useful: have a coffee break.

Advertising Agency: McCann Lowe, Brussels, Belgium
Creative Directors: Benoit Hilson, Olivier Roland
Art Director: Arnaud Piette
Copywriter: Jeremie Goldwasser
Photographer: Thomas François
Published: April 2011


Jaap Grolleman's picture
Jaap Grolleman
6996 pencils

Actually one might say that's pretty useful ;p

Tommy G.'s picture
Tommy G.
897 pencils

Having a thought for the poor person who did this. I bet he received 30$

Hammad S's picture
Hammad S
492 pencils

I don't think it's real...seems digitally designed.

But I like the take on working on the rainforest rather than the city as well as the other msgs =]

jergold's picture
89 pencils

It is absolutely not digitally designed...We actually did it ourselves, staple block after staple block. It took us two days & we've got the pics to prove it :) (btw, we originally designed NYC but didn't shoot it)

Ron Burgundy's picture
Ron Burgundy
1636 pencils

this was "lifted" from an artist, can remember who, have to check my bookmarks

mmackinven's picture
1608 pencils

There's so many of ads using this kind of concept! Here's just one of them...


purshotham's picture
455 pencils

Nice ad..

soryana's picture
155 pencils



shahidali's picture
4069 pencils

McCann Lowe? Where's the IDEA and is the art director on sabbatical? Whats the 'I Love NY' sticker doing on that corner?


jergold's picture
89 pencils

the guy's a fan of new york. he's building a little new york in staples.

CuriousPencil's picture
4227 pencils

Question for Jergold (nice to see one of the team down here with the baying crowd by the way): in an ad for a coffee that contributes to the protection of the rainforest, was it intentional that you showed someone constructing a city, which is likely to be the end result of the deforested land? Or was that an accidental benefit that you can now advise your client to capitalise on?

jergold's picture
89 pencils

No, had it been intentional, we would have made it more obvious.
However, I'm not sure i agree with you... cities are not the 'opposite' of forests, and forests are not always destroyed just to so they can be replaced by cities.
The whole problem is more complex than that... I am aware, however, that advertising tends to oversimplify issues. Oh well.

CuriousPencil's picture
4227 pencils

I'm not trying to dichotomise here, it was just my first reaction on seeing what looked like an architect's desk, and the link between building and destruction wasn't that much of a leap. But seeing the others in the campaign, I see it was just a display of office distractions, and that I overconnected. And as you say, advertising can oversimplify. We have to. People won't spend as they're told if we leave them too much wiggle room to think for themselves otherwise.

MidasTouch's picture
1024 pencils

Yeah, I agree, the image of a city is a bit strange.
But anyway the idea is good.

//usevertising v.s badvertising//
C'est une question de vie ou de mort.

kleenex's picture
36170 pencils

Great ads...

rams's picture
6 pencils

concept is gud....but its not original

rams's picture
6 pencils

concept is gud....but its not original

ace85le's picture
3939 pencils

I love this actually.



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andylefty's picture
4539 pencils


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