Brief: Thousands of people visit Panama for business purposes during the week, but when the weekend comes, they leave. Panama Tourism wants to get business people with busy schedules to stay the weekend using Panama’s attractions as an incentive.

Execution: Oceanic Odyssey, a race across Panama. Panama is the only country where you can see the sunrise on the Pacific and set on the Atlantic. Our mission is for travelers to get the full Panama experience from sunrise to sunset, all in less than 24 hours.

Role: Art Director & Copywriter

Deliverables: The campaign centers around an outdoor guerilla ad of a sundial, the logo of the campaign. The activation will be placed in business-dominated locations: New York, Boston, LA, and Chicago. On each hour line there’ll be an interactive screen, starting with sunrise in the Atlantic, with luxurious things to do in Panama, with a direct link to collect emails, which will invite users to sign up. As the shadow casts down on each hour line, the accompanying screen shows them just one of their possibilities.