Time spent together

We started by looking at the paradox of technology – it can break physical boundaries and bring people together, but it can also stray them from meaningful conversations, making them less present in the moment.

Denisa Pielescu
Creative Director • Digital Star


We already knew the tension we wanted to address – that in the fast-paced lives consumers now live, time becomes more of a luxury and, at the end of the day, people have less and less to offer to those who truly matter. And in this challenging context we wanted to reinforce Jacobs’ positioning as the brand that’s all about bringing people together.


Seeing that real moments are usually interrupted by technology, we set out to allow users to rediscover the pleasure of real conversations with Jacobs.

Thus, we created a website where users have to do absolutely nothing. A visible counter was measuring the time people spent on the website without taking any action, whether it was a click, scroll or finger tap. Any action would restart the counter, reminding users that connecting with their loved ones is more meaningful.  Moreover, the time spent on the Jacobs website translated into coffees offered to strangers, the cups bearing the messages of the users who rediscovered the uninterrupted joy of time spent with their loved ones.

The concept was presented through a video manifesto, followed by Social Media posts and partnerships with bloggers who spent valuable time with important people in their lives, while also encouraging their followers to do the same. We also made a survey about smart phone usage patterns and shared it with publications, reinforcing the need to take a little break from technology.

The positive reactions we received on Social Media and the amount of time people spent reconnecting with their loved ones strenghtened Jacobs’ positioning as the catalyst of bringing people together.

Denisa Pielescu
Creative Director • Digital Star


We were happy to help Romanians rediscover the joy of uninterrupted conversations with their loved ones over a cup of Jacobs and we managed to generate the following results:


video views in 4 weeks


website visitors


hours of interrupted discussions

What people are saying.

I enjoy Jacobs every morning with my wife.

Facebook user

You’ve got the best coffee. Keep it up!

Facebook user

My whole family enjoys Jacobs.

Facebook user

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