ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Design for Good / Brand / Communication Design - Series
Annual ID
ADC102_BCD030B
About the Work
To explore new and more sustainable ways to use our urban land, Serres de rue transformed car shelters into passive solar greenhouses and installed them directly on the roads of Montreal. Doing so, Serres de rues, French for street greenhouses, doesn’t only explore the possibility of growing fresh produce during winter in a densely populated neighborhood, it forces us to reimagine the place that cars take in our cities. To further emphasize this idea, the visual identity of Serres de rue is based on a car shelter that grows and transforms into a logotype, as well as a series of icons and illustrations used for some of our communicational needs. With circular design in mind, old traffic signs were upcycled to create a learning route along the greenhouses for pedestrians and school groups to learn about the science behind the project, other sustainable ways to grow food, as well as a few public policies that could be changed to allow the spread of similar initiatives. Gardening tools for the greenhouses were built from the same traffic signs. The project wasn’t without its challenges. In major Canadian cities, it is currently illegal for anyone to build greenhouses in their driveway, let alone on the street. However, you can easily get a permit to build a car shelter. When the city of Montreal allowed Serres de rues to build three greenhouses on the public thoroughfare, it came as a first step in the right direction to build more sustainable cities. Serres de rue is still in its experimental phase and the first winter was filled with humbling days and ice-cold lessons. The first few crops were distributed among the neighboring low-income communities, but the project will keep growing, increasing its vegetable output and organizing more school visits in the future.
2023 Awards
Total Points: 9
Bronze Cube
Credits
Agency
Sid Lee / Montreal
Client / Brand
Carrefour solidaire Centre communautaire d'alimentation / Montreal
Art Director
Jean-François Mayrand
Copywriter
Thierry Faucher
Designer
Benjamin Lamingo
Charlotte Boisclair
Executive Creative Director
Jean-François Dumais
Account Supervisor
Marie-Camille Ostiguy
Design Director
Marie-Élaine Benoit
Creation & Co-Director General
Sylvie Chamberland
Creation & Director of interventions & public policies
Jean-Philippe Vermette
Creation & Scientific advisor in circular economy
Héloïse Koltuk
Creation & Urban Agriculture Coordinator
Emilie Klein
Video Producer
Maxime Lapostolle
Workplace Manager
Bo Tellier
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