ADC Awards
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Category
Innovation / Out of Home
Annual ID
ADC102_ADV019S
About the Work
With rising heat waves across the globe, especially low-income communities are hit by overheating as the areas they live in are not cooled by green areas and have less space between buildings. This means a highly unequal situation between rich and poor.
Coors Light is a beer brand with the brand promise that it’s “made to chill”. So they wanted to come up with a solution that could help the target group by actually chilling them where they live.
We created a new type of out-of-home where we combined the classic billboard with roofs. Using a special white paint that reflects 85% of sunlight, we created Chillboards: billboards on roofs painted with messages about the benefits of white paint. In this way we utilised the home environment by adding a design element that had a function, which could be experienced by those living in the buildings and worked as an exhibition when people saw it in online media.
We knew we had to spread our message far and wide, so we designed a custom dynamic typeface that adapted to each roof, covering 96% of the surface area. This ensured maximum coverage while still being legible.
While regular fonts are designed to evoke certain feelings, we created a typeface that would go even further and make a physical change.
Working with NYC street artist ‘Andaluz the Artist’, we developed a functional design that would maximise white space, leaving very little room for any heat absorption, yet still retaining legibility.
This not only raised the awareness of a global issue, it also helped an overheated community in Miami, Florida stay cool.
2023 Awards
Total Points: 21
Silver Cube
Credits
Agency
DDB / Chicago
adam&eveDDB / London
NORD DDB CPH / Copenhagen
PR / Marketing Agency
Abmc
Client / Brand
Molson Coors / Chicago
Production Company
Helo
Music / Sound Production Company
JSM Music
Post Production Company
Carbon
Whitehouse Post
Art Director
Borja Iciz
Anders Kure
Copywriter
Tim Fremmich Andresen
Jess West
Ken Bates
Chief Creative Officer
Joel Simon
Ari Weiss
Richard Brim
Rodrigo Jatene
Chief Marketing Officer
Michelle St. Jacques
Creative Director
Andre Sallowicz
Ian Bradley
Simon Higby
Director
Set Free Richardson
Editor
Brian May
Executive Creative Director
Colin Selikow
Executive Producer
Adine Becker
Caitlin Grady
Mercedes Allen-Sarria
Producer
Loreta Dilaveri
Account Director
Julie Crimmins
Account Executive
Raneen Onallah
Account Supervisor
Dee Dee Morrow
Chief Executive Officer
Andrea Diquez
SVP Group Account Director
Kiska Howell
Associate Marketing Manager
Alex Vertrees
Chief Marketing Officer, Partner
Rupert Samuel
Chief strategy Officer
milo chao
Co-Founder, Partner
Brendan Kiernan
Justin Moore-Lewy
Director of Business Affairs
Jillian English
Experiential Creative Director/Partner
Tom Webster
Experiential Producer
Gabrielle Brattole
Global VP, Coors Family of Brands
Marcelo Pascoa
Group Executive Producer, Experience
Rock Darlington
Group Strategy Director
Baxter Holland
Head Of Production
JoJo Scheerer
Matt Blitz
Tia Perkins
Jr Art Director
Lane Hedler
Jr. Creative
June Filtenborg
Sofie Engelbrecht
Marketing director
Chris Steele
Program Director
Anya Twillie
Public Relations Manager
Amber Dutra
SENIOR PRODUCER
Andrew Manning
Norm Felker
Ryan Smith
Sound Producer
Sharon Cha
Street Artist
Efren Andaluz III
Talent Manager
Chris Quinn
VP, Executive Producer
Jeff Fiorello
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