Contagious caffeine cravings

Cafe Pele uses a motion sensor billboard to induce yawns.

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.

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.


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