Hi birdies! In a world of bright lights and constant digital motion, Nescafé’s clever billboards offer a refreshing pause. With a decaf message as gentle as its coffee, Nescafé’s new campaign redefines outdoor advertising. These billboards don’t flash or shout. Instead, they slowly dim as the evening sets in, symbolizing the winding down of a busy day. Simply put, Nescafé’s clever billboards are built to help you rest better.
IG: @marketingbirds
A Quiet Revolution in Advertising
Collaborating with Ogilvy and Star5 in Panama, Nescafé took an unexpected path. They ditched the usual flashing graphics. Instead, they featured slow-motion shots of Nescafé Clásico Decaf being poured—smooth, calm, and satisfying. This serene visual journey invites passersby to unwind and embrace stillness.
Addressing Light Pollution with Creativity
More than a brand statement, this campaign subtly addresses an urban issue: light pollution. Nighttime brightness in Panama City has been disrupting sleep and health. These billboards, however, turn the lights off—literally. They reduce visual clutter and foster a more peaceful environment by dimming themselves.
Decaf with a Deeper Message
What makes this campaign so remarkable is the contradiction it embraces. A coffee brand advocating for better sleep? It works. It highlights Nescafé’s decaf range, while also demonstrating concern for public well-being. This alignment of product and purpose speaks volumes about the brand’s values. Let nothing keep you awake. That’s not just a slogan—it’s a promise wrapped in pixels. So, what do you think of this glow-down approach? Feel free to share your thoughts with us on Instagram or drop us an email. We'd love to hear your take!
