Carnival is the annual event all of Panama shows up for. No matter how tough the year has been or how far away the party might seem, when Carnival arrives, Panamanians always find a way to be there.

This year, Atlas Golden beer put itself at the centre of the event no one misses out on, bringing together two deeply-rooted cultural practices – Carnival and pawning whatever it takes to be there.

Star5 Ogilvy and Atlas Golden introduced Casa de Empeños Atlas (Atlas Pawn Shop). At this pawn shop, no objects or clothing were pawned.

The only collateral accepted was real stories from past Carnivals and the true value was not in what you gave up, but in what you had lived. Memorable, funny, intense, or emotional stories that, depending on their symbolic and cultural value, could be “pawned” in exchange for exclusive merchandise or experiences to enjoy Carnival. Because in Panama, Carnival memories are worth as much as, or even more than, any material possession.

Credits:

Client: Cervecería Nacional [Atlas Golden]
Vice President Marketing: Angélica Alvarado
Marketing Manager: Valentina del Rio

Agency: Star5 Ogilvy 
Executive Creative Director: Camilo Garzón Rengifo
Creative Director: Danny Mármol
Art Director: Damelys González 
Copywriters: David Guerra, Danny Mármol

CEO: Gabriel Barletta
Chief of Staff: Roberto Perez
Executive VP: Ricardo Barletta 
Business Leader: Frank Maurett
Project Manager: Yirelkys Garcia

Production: VFX
Director: Tony Walls
Director & Producer: Regina Barletta
Executive Producer: Nicolas Janson

Experience Activation: Topline
CEO Events & Experience: Johanna Chamorro