Description
PROBLEM
Panama has the highest number of residential skyscrapers in Latin America and one of the highest concentrations of digital billboards. Every night, thousands of families are exposed to an overload of artificial light. The result: constant visual noise that disrupts their sleep.
OPPORTUNITY
Nescafé Clásico Decaf lets you enjoy the taste of coffee, anytime without the effects of caffeine. So, to prove that our product doesn’t keep you up at night... we made sure our ad didn’t either.
THE IDEA
We turned our product into a dimmer. For the final hour of each ad cycle, we took over digital billboards and replaced bright, flashy content with the calming image of decaf coffee flowing in slow motion lowering the screen’s brightness and giving the city an extra hour of better rest.
This professional campaign titled 'Decaf Billboards ' was published in Panama in April, 2025. It was created for the brand: NESCAFÉ , by ad agency: Star5. This Ambient, Direct, and OOH Outdoor media campaign is related to the Drinks (Non Alcoholic) and Health industries and contains 3 media assets. It was submitted about 1 month ago.
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
