McCann Panama Launches "Protein Live Boards"

Feb. 24, 2026

As part of the launch of the new Ideal® Evaporated Milk with 50% more protein, the agency McCann Panama has launched an innovative Out-of-Home (OOH) advertising proposal. This new dairy product provides 10g of protein per serving, making it ideal for athletes. In this context, the agency intervened in the windows of spaces where various disciplines such as Crossfit, gyms, and Padel are practiced, turning them into "live billboards."

Omar Polo, Chief Creative Officer of McCann Panamá noted:

"The premise was to convert the large windows of gyms or Padel courts that face the street into billboards to promote the new Ideal® Evaporated Milk 50% + Protein. In this way, we turned the athletes themselves into part of the advertisement."

 

The action was implemented by The Hive, the exclusive media hub for Nestlé® from IPG Mediabrands, along with other outdoor executions.