Panama: The Colors of Our People (Mes de la Patria) San Blas

Executive Summary

This campaign, created for November, the Month of the Homeland (Mes de la Patria), moves beyond traditional, static displays of patriotism. Instead of simply focusing on flags and official symbols, the creative strategy emphasizes that the true colors of the Panamanian nation are found in its people. It is a vibrant, deeply emotional declaration that celebrates the diversity, hard work, culture, and authenticity of the Panamanian spirit across its varied geography, from the Canal to the coffee fields and the Guna Yala islands.

The Challenge

In November, Panamá celebrates several key patriotic dates. The challenge was to create a compelling campaign that went beyond generic national pride and resonated personally with every Panamanian, shifting the focus from the act of wearing the colors to the act of living them.

The Strategy

The core concept is articulated through the main tagline: "Nuestros colores están en nuestra gente" (Our colors are in our people).

The campaign is a series of six powerful, stylized portraits featuring authentic Panamanian citizens:

The Canal worker (global projection).

The Guna woman (culture and biodiversity).

The milk farmer (rural production).

The coffee grower (national resource).

The student (the future).

The raspadero (daily life and tradition).

By visually elevating these everyday figures to the status of national icons, the campaign delivers its powerful closing statement: "Este Mes de la Patria, más que vestirlos, vivámoslos con orgullo. ¡VIVA PANAMÁ!" (This Month of the Homeland, more than wearing them, let's live them with pride. VIVA PANAMÁ!).