This is just cruel.

Studies have confirmed something we already knew, that yawning is contagious, and Brazilian agency Lew’Lara\TBWA utilized this little piece of information, creating an interactive billboard in a subway station for Café Pelé. The display was fitted with motion detectors and had the face on it let out a long, early morning yawn when people walked by.

[iframe_youtube video = “DoocrXEsLto”]

So not only does it make whoever sees the board yawn, whoever then sees those people will yawn themselves, creating an endless cycle of suddenly groggy commuters in need of a coffee boost. Because what I needed was an excuse to increase my caffeine intake. At least they were nice enough to give out some samples to these poor, manipulated people.

Credits:

Brand: Café Pelé
Agency: Lew’Lara\TBWA, Brazil
Chief Creative Officer: Manir Fadel
Executive Chief Creative: Felipe Luchi
Copywriter: Lucas Veloso
Art Directors: André Mezzomo, Digo Souto