THE PROBLEM
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Panama has the highest number of residential skyscrapers in Latin America, and also one of the highest concentrations of digital billboards. This creates intense visual pollution that affects thousands of families every night.
THE OPPORTUNITY
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Nescafé Classic Decaf lets you enjoy a great cup of coffee anytime, without the effects of caffeine. To make a positive impact on our audience and to prove that our product won’t keep you up at night, we created an ad that doesn’t either.
THE IDEA
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We turned our product into a dimmer. For the final hour of each advertising cycle, we took over digital billboards and lowered their brightness giving people an extra hour of better sleep.
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