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.