Nestlé’s decaffeinated coffee let people enjoy coffee at night and still be able to sleep. But Panama City with its ultra-high concentration of bright digital billboards is preventing people from falling asleep.
So Star5 and Ogilvy, in collaboration with Nescafé, have taken over some of the brightest digital billboards in Panama City, reducing their brightness earlier than usual and replacing commercial content with the warm, calming image of a freshly poured cup of coffee.
The Decaf Billboards aim to improve the quality of life for Panamanians with their concept, Let nothing keep you up at night, and show how a brand can create a real, positive impact on people’s daily routines, turning a habit into a shared moment of well-being for the entire community.
“At Star5 and Ogilvy, we strive to create ideas that don’t just communicate but actually improve people’s lives. With Decaf Billboard, we took Nescafé’s message beyond the cup and into the city’s billboards, using them as a platform to enhance the nighttime experience of its residents. It’s a simple but powerful action that reimagines the use of urban space,” stated Jorge Heilbron, CCO of Star5.
The campaign was supported by JCDecaux, owner of the LED billboards involved in the initiative.
Kim Waigel, Nestlé communication director, added, “This initiative was born from a reality that is becoming increasingly evident: visual pollution also affects our sleep. In a city where the lights never go out, Decaf Billboards offers a pause — transforming that constant brightness into a moment of calm. Coffee is part of our daily lives. And with this action, we wanted to be closer to consumers who enjoy decaffeinated coffee at night. Just as it helps them rest better, the billboards in dark mode do too.”
Credits:
Client: Nestlé [Nescafé Clásico Decaf]
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]
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
Executive Creative Directors Star5: Werner Lemke, Camilo Garzón
Creative Director Star5: Danny Mármol
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 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
Post-production Manager: Mariana Treviño
Post-production: Makaco
