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.

2023 ADC Awards - Designism Cube

Chillboards

Agency DDB / Chicago + adam&eveDDB / London + NORD DDB CPH / Copenhagen + Molson Coors / Chicago

Client Coors Light

Category

Design for Good / Typography

Annual ID

ADC102_DFG000G

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: 90

Designism Cube

Credits

Agency

DDB Chicago / Chicago
adam&eveDDB / London
NORD DDB CPH / Copenhagen

Client / Brand

Molson Coors / Chicago

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