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 - Advertising

Chillboards

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

Client Coors Light

Category

Best of Advertising

Annual ID

ADC102_ADV000G

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

Best of Discipline 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

Chief Marketing Officer

Michelle St. Jacques

Editor

Brian May

Executive Creative Director

Colin Selikow

Producer

Loreta Dilaveri

Account Director

Julie Crimmins

Account Executive

Raneen Onallah

Account Supervisor

Dee Dee Morrow

Chief Executive Officer

Andrea Diquez

Head of Production

JoJo Scheerer
Matt Blitz
Tia Perkins

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

Junior Art Director

Lane Hedler

Junior 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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