Agency Network: 
April 2011
Puro Faitrade Coffee:  Staple


Print advertisement created by McCann, Belgium for Puro Faitrade Coffee, within the category: Non-Alcoholic Drinks.


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
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jackmancer2017's picture

Actually one might say that's pretty useful ;p

Activity Score 6992
Copywriter at Editor/Student
Tommy G.'s picture

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

Tommy G.
Activity Score 895
Graphic Designer at Job seeking
Hammad S's picture

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 =]

Hammad S
Activity Score 484
jergold's picture

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)

Activity Score 89
Ron Burgundy's picture

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

Ron Burgundy
Activity Score 1626
Art Director at Southern California
mmackinven's picture

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

Activity Score 1606
Art Director at Freelance |

purshotham's picture

Nice ad..

Activity Score 457
soryana's picture


Activity Score 155
Administrative |


shahidali's picture

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

Activity Score 4065
Dhaka, Bangladesh |


jergold's picture

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

Activity Score 89
CuriousPencil's picture

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?

Activity Score 4199
jergold's picture

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.

Activity Score 89
CuriousPencil's picture

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.

Activity Score 4199
MidasTouch's picture

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

Activity Score 1024

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

kleenex's picture

Great ads...

Activity Score 58777
Web Designer/Developer
rams's picture

concept is gud....but its not original

Activity Score 6
Copywriter at Work as a copywriter
rams's picture

concept is gud....but its not original

Activity Score 6
Copywriter at Work as a copywriter
ace85le's picture

I love this actually.

Activity Score 3935
Marketing Manager |


Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages

andylefty's picture


Activity Score 4531
Graphic Designer at Central Saint Martins College of Art and Design
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