“Nothing takes your sleep.”
Neither the caffeine at night, nor the annoying lights of the advertising fences of the street. If you are a coffee lover and take it decaffeinated before sleeping to fall asleep, advertising supports should not prevent you.
This is the concept of which the new campaign of Nescafé Panamawith which the brand seeks guarantor of the dream for the residents of the capital.
“If our coffee does not take away your dream, then our ads should do it,”
Panama is not only the city with more skyscrapers in Latin America, but also one of the most contaminated at the light level. And to solve it, the brand has presented “Decaffeinated fences”a campaign devised by the creative agencies Star5 and Ogilvy, and that replaces the brilliant content of some advertising fences By the relaxing image of a classic decaffe nescafé flowing slowly.
In this way, the brand’s product is overlaps the light announcement already exposedand it is claimed as a support of the night rest against the noise of the metropolis, for the residents of the highest buildings that suffer the consequences of light pollution. “If our coffee does not take away your dream, then our ads should not do it either”, Says Nescafé in the video of the campaign shared by the agencies.
The production of the campaign has been in charge of VFX Panama.
Nescafé has worked with the action with the Outdoor Advertising Company JCDECAUX. In this way, “decaffeaded fences” has been seen both in Central España Avenida and on 50th Street, two of the roads with the most influx of traffic and people throughout the city, and The spaces with the highest concentration of skyscrapers.
The brands of the brand have only been projected during an hour at the end of each advertising cycle.
“With this action, we demonstrate how a brand can go beyond advertising, generating a real impact on daily routine and offering a positive experience for the entire community“They explain from Nescafé in the video. And they ensure that, although the campaign was designed to go unnoticed, it has ended up capturing the attention of the whole world, and improving people’s lives. “Because a brilliant idea does not have to shine”
“In a city where the lights never go out, ‘decaffeinated fences’ proposes a pause, transforming that constant brightness into a moment of calm“says Kim Waigel, Communication Director of Nestlé. According to The Stable. “Coffee is part of our day to day, and with this action, we wanted to be closer to consumers who have decaffeinated coffee at night”
