In a cityscape where digital billboards often outshine the stars, Nescafé Clásico Decaf has created an innovative solution to Panama’s nocturnal light pollution. Their latest campaign, aptly named “Decaf Billboards,” is a masterclass in turning down the brightness—literally and figuratively.
The Nighttime Nuisance
Panama boasts the highest number of residential skyscrapers in Latin America, each adorned with many digital billboards. While these luminous displays are a marketer’s dream, they inadvertently cast a glaring problem: excessive artificial light seeping into homes, disrupting the sleep of countless residents.
A Dim Idea
Enter Nescafé Clásico Decaf, the coffee that promises flavor without insomnia. Nescafé collaborated with Star5 Creative Ogilvy to embody this promise to transform glaring digital billboards into serene, nocturnal visuals. For the final hour of each advertising cycle, the usual flashy content was replaced with soothing slow-motion footage of decaf coffee gently flowing, accompanied by a reduction in screen brightness. This thoughtful gesture granted the city an extra hour of tranquility, aligning the brand’s message with a tangible act of goodwill.
Brewing a Better Night’s Sleep
By dimming the digital dazzle, Nescafé Clásico Decaf not only showcased their product’s calming benefits but also demonstrated corporate responsibility. This campaign serves as a gentle reminder that sometimes, less light—and less caffeine—can lead to more restful nights.
Credits
Advertiser: NESTLÉ
Brand: NESCAFÉ CLÁSICO DECAF
Campaign: NESCAFÉ DECAF BILLBOARDS
Agency: STAR5 CREATIVE OGILVY
CCO Ogilvy LATAM: Keka Morelle
Creative Excellence, Ogilvy LATAM: Adriana Weinberg
Chief Communications Officer: Marina Piacentini
CCO Star5: Jorge Heilbron
CEO Star5: Gabriel Barletta
VP Client Services Star5: Manuel Álvarez
Chief of Staff Star5: Roberto Pérez
General Creative Directors Star5: Werner Lemke, Camilo Garzón
Creative Director Star5: Danny Marmol
Art Directors Star5: Leslie Neyme, Alberto Weand
Graphic Designers Star5: Aziel Laws, Haxel Santamaría, Verónica Medina, Ramón Sánchez
Media Director Star5: Jeykob Camaño
Media Executive & OOH Specialist: Luis Villegas
Strategic Planner Star5: David Corzo
Integrated Producer Star5: Carlos Dominguez
Production:
Production Company (Film): VFX
Editors & Finishers Star5: Aziel Laws, Anthony Alves
Photography Star5: Axel Herrera / Geulian Mercado
Drone Operator & Location Manager Star5: Michael Linares
Camera Operator: Víctor Campos
Sound Design: Victor Reyes, Orlando Rivera
Postproduction Manager: Mariana Treviño
Postproduction: Makaco
NESTLÉ
Communication & NHW Director CE: Kim Waigel
Communication Manager: Ian Serrano
Business Executive Officer for Nescafé Brands: Susanne Cochez
Consumer Marketing Manager: Carolina Yepes
Public Affairs Coordinator: Katherine Arauz
Content Studio Leader: Ehrior Sanabria
Project Manager: Maria Camila Cardozo
Brand Identity, Design & Shared Services Lead: Irán Irak Prestán
