Café Pilão is Brazil’s strongest coffee. The brief was to create an press campaign to promote Pilão’s extra-strong product. The main goal was to take a different approach from all common coffee’s “Stay awake” advertisement. So we did. With all of those distractions that people are exposed to everyday, only coffee can make our brains stay focused on what people need to do. So, instead of just doing another “stay awake” campaign, Café Pilão took a different approach to a coffee product and aimed its creativity on the procrastination problem. A problem that everyone of us struggles everyday and a perfect situation for a strong coffee brand to invite people to stay focused by drinking our product. Specially when our brains decide to drift away when we most need them.