Gulf News, the UAE's leading English daily newspaper, wanted to reach even more readers and convert them into subscribers.

Since fresh news goes well with fresh coffee, we adapted the coffee cup sleeve of Tim Hortons, a global coffee chain, into an advertising medium and we created The 'Headline News' Cup Sleeve.

Every cup. Every hour. Every day. When Tim Hortons customers received a cup of coffee, they also received the headline news of the hour, printed using a special printer that pulled out tweets from the Gulf News Twitter account. The short URL and QR code on the sleeve then directed them to the Gulf News website where they could read the full story.

Tim Hortons plans to launch this project regionally and create a brand new advertising channel for both brands.