Nescafé Builds A Literal Coffee Table Out Of Used Coffee Grounds
Video screenshot via Nescafé Canada
Coffee, a productivity essential for many, will literally support your work through this table. Not long after Nescafé Colombia created a flipbook with coffee ink, its Canadian counterpart is using the same material to build something much sturdier: the Nescafé Coffee Coffee Table.
More than 37 pounds of used Nescafé coffee grounds were built into this literal coffee table. The grounds were turned into a paste with eco-friendly soy-based resin, before being hardened.
Video screenshot via Nescafé Canada
Nescafé Canada’s satisfying video, shown below, chronicles this meaningful process. Production designer Jesson Moen helped to construct the table for this campaign, which was spearheaded by creative agency Rethink.
Come to think of it, people have been placing paper, a wood byproduct, on wooden tables for centuries—so coffee on a coffee table doesn’t seem all too absurd.
Video screenshot via Nescafé Canada
According to the brand, this rejuvenating piece of furniture is “built to support your coffee, and its future.” It reflects Nescafé’s Cup of Respect corporate social responsibility initiatives to “respectfully” honor coffee’s origins and encourage sustainable farming. For example, farmers are urged to grow crops besides coffee to maximize limited ground, while Nescafé itself has pledged to manufacture and package products with less water.
Carm DaSilva, Nestlé Canada’s VP of marketing, told Canadian marketing news site Strategy that since Nestlé uses 10% of all of the world’s coffee, its sustainability efforts would do significant good for the planet’s wellbeing.
Nestlé Global hopes to cut greenhouse gas emissions by 50% by 2030, ultimately achieving net-zero emissions by 2050.
Video screenshot via Nescafé Canada
Video screenshot via Nescafé Canada
[via Strategy, images via various sources]
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