Description
Context
In Panama, Carnival isn't just a party it’s a national tradition so important that no one wants to miss it. Some people go as far as selling or pawning their belongings just to be able to attend. It’s no longer a luxury it’s a cultural priority. And as the official beer of Carnival, Atlas Golden had to live up to that level of passion.
Idea
We created the first-ever pawn shop where people didn’t hand over objects, but their wildest, most absurd, and unforgettable Carnival stories.
Execution
We built a real pawn shop complete with glass displays, signs, counters, and all the traditional aesthetics — but fully reimagined with Atlas Golden’s identity. Instead of trading in objects, people shared their stories at the counter, where a team evaluated each one. The most memorable were rewarded with brand merchandise or a trip to experience Carnival like never before.
The activation was amplified through influencers and media, becoming the most talked-about pawn shop in Panama and a living tribute to the stories that make Carnival unforgettable.
This professional campaign titled 'Atlas Golden Pawn Shop' was published in Panama in February, 2026. It was created for the brand: Atlas Golden, by ad agency: Star5. This Digital, Experiential, and Integrated media campaign is related to the Alcoholic Drinks and Travel and Tourism industries and contains 4 media assets. It was submitted 38 minutes ago by General Creative Director: Camilo Garzón Rengifo of Star5 Ogilvy.
Credits
Agency: Star5 Ogilvy
CEO: Gabriel Barletta
Chief of staff: Roberto Perez
Executive VP: Ricardo Barletta
Business Leader: Frank Maurett
Project Manager: Yirelkys Garcia
General Creative Director: Camilo Garzón Rengifo
Creative Director: Danny Mármol
Art Director: Damelys González
Copywriter: David Guerra, Danny Mármol
Production: VFX
Director: Tony Walls
Director & Producer: Regina Barletta
Executive Producer: Nicolas Janson
Experience Activation: Topline
CEO Topline events & Experience: Johanna Chamorro
