Panamanian marketing agency Star5 earned the highest creative honor in the Spanish and Portuguese speaking world this week. The agency won the “Best Idea of Ibero America” country award at the FIAP 2025 festival for its groundbreaking NESCAFÉ Decaf Billboards campaign. This victory marks the first time a Panamanian idea has received the top prize at the prestigious international competition.
The campaign also collected five additional medals across multiple categories. These included three gold awards in Outdoor formats, Public Road Gold, and Best Use of Ambient Media. It secured two silver awards for Innovation in Outdoors and Public Road Products. The agency itself was honored with the WOW Award for Best Panamanian Agency and entered the 2025 Ibero American Grand Slam Ranking.
A Campaign That Embraced Silence
Star5’s “Decaf Billboards” project for the global NESCAFÉ brand challenged conventional advertising logic. It used visual silence as a tool for emotional connection and reflection. In an environment saturated with stimuli, the creative piece bet on pause, calm, and empathy. The work demonstrated that innovation can also manifest through simplicity and human sensitivity.
This is a triumph that goes beyond the agency. It is a source of national pride. An idea born in Panama was chosen as the best in Ibero America, demonstrating that our talent can have a global impact. This result reflects the culture we have built: Innovation is Human. [Translated from Spanish]
Gabriel Barletta, the Chief Executive Officer of Star5, made that statement following the award ceremony. The win immediately elevated the agency’s standing in the regional creative industry.
Jorge Heilbron, the Chief Creative Officer at Star5, explained the campaign’s unique origin.
Decaf Billboards was born from a conviction: when the world turns up the volume, a pause can be the most powerful idea. This recognition validates a new way of connecting through creativity. [Translated from Spanish]
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Panama’s Emergence as a Creative Hub
This achievement extends far beyond sector pride for the marketing community. It significantly boosts the positioning of Panama as a creative hub within Ibero America. The international visibility strengthens the country’s reputation as an emerging market. Local talent, innovation, and strategy are now seen as engines for development and international projection.
Industry analysts view the win as a watershed moment for Central American creativity. It confirms that Panamanian talent can compete and triumph on the global stage. The campaign’s success against work from larger, more established markets surprised many observers.
Star5 has operated for more than five decades supporting both local and international brands. The agency transformed in 2021 from the historic Star Holding group. It adopted a total integration model that unites strategy, creativity, public relations, and digital media. This latest result solidifies Star5 as a reference point for the regional creative industry.