Nescafé: The Ad That Helps You Sleep
The Creative That Turns Off City Light Pollution
One of the factors that hinders sleep is excessive light pollution. In cities like Panama, where high-rises and digital billboards fill the skyline, this problem is especially severe. Nescafé found a way to connect that issue to their own product — decaf coffee — and turned a billboard into an act of kindness.
They located the brightest digital billboard in downtown Panama City and bought the final ad slot of the night. Then, instead of adding noise, they slowly dimmed the screen and played a soft, looping video of decaf coffee being poured into a cup. The message was simple yet profound: “Let nothing get in the way of your sleep.”
This act of advertising became an act of subtraction, not addition. By aligning the product’s “no caffeine” identity with the physical function of light reduction, Nescafé transformed their brand message into a real, sensory experience that directly benefited the public.
Why this strategy?
Problem-Solving Marketing
Rather than just promoting a product, Nescafé solved a real urban issue. The campaign reframed advertising as an act of service, building the perception that the brand has a positive, human impact on everyday life.Authentic Brand Philosophy
The act of dimming a billboard perfectly visualized the product’s promise of calm and rest. It showed that Nescafé isn’t just a coffee company — it’s a brand that cares about tranquility.Low Cost, High Impact
A single billboard slot created a massive viral ripple, earning organic coverage across media and social platforms. It proved that true creativity doesn’t always require scale — just empathy and intent.
My comment
In a world flooded with ads, it’s ironic — and wonderful — that removing an ad could be the most powerful form of advertising. It’s as if Nescafé washed away not just the glare of the city, but also our collective ad fatigue. Maybe the future of advertising isn’t about what we fill, but what we empty.
It reminds me of Patagonia’s “Don’t Buy This Jacket” — another paradoxical campaign that built trust by encouraging less consumption. Both brands showed that authenticity isn’t declared — it’s demonstrated. And sometimes, the most beautiful message is the one that lets the world rest.
Watch the full version of the “city-dimming“ ad here!
