Nestle: Dentist

Faced with anxiety-inducing daily economic, political and personal insecurity, South Africans have a lot bouncing around their brains. SA coffee drinkers also have an average of 3.4 cups a day - but only 2% choose decaf. There’s really nothing much giving our minds some peace.

We collated hundreds of weird night-time thoughts, from earworms to random streams of consciousness, recreated the most entertaining ones and placed various ads in national newspapers to show how decaf coffee can help put our thoughts to bed.

The ads depict people's night-time overactive minds and encourage the audience to switch to decaf. This was an opportunity for the leading coffee brand in SA to bring some lightness to the situation, and help DECAF YOUR MIND.