Uniting people via "social experiments" is something of a theme in advertising at the moment -- see recent efforts from the likes of Heineken, Mentos, Danish DNA site Momondo and of course the Ad Council's Love Has No Labels. But a new effort from Nescafe literally unites them -- by way of a sliding bench.
The bright red "Hello Bench" was specially constructed for the Salone del Mobile Milano (Milan Furniture Fair) in April, in a campaign by agency Publicis Italy. People were invited to sit on it to have a free cup of Nescafe, and when they did, it activated sensors that miraculously shortened it so that they were bumped right up next to the person sitting on the other end. A definite ice breaker (although we hope nobody spilled their coffee).