The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Brand Installations
Annual ID
OS23_EX005G
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.
This not only raised the awareness of a global issue, it also helped an overheated community in Miami, Florida stay cool.
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.
Each letter began as a solid white block that was shaped with minimal incisions and slight roundings to achieve the optimal heat-reflecting capability.
The typeface consists of 12 different widths making it capable of stretching and expanding to fit any area or roof shape with a 96% surface coverage.
The custom font reduced roof temperatures by 50°F/28°C, internal temperatures by 10°F/6°C and lowered AC costs up to 20%.
The font is fully downloadable and free for all to use, keeping the world chilled with maximum craft and coverage.
2023 Awards
Total Points: 45
Gold Pencil
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
Jess West
Tim Fremmich Andresen
Chief Creative Officer
Ari Weiss
Rodrigo Jatene
Richard Brim
Joel Simon
Chief Marketing Officer
Michelle St. Jacques
Creative Director
Andre Sallowicz
Ian Bradley
Director
Set Free Richardson
Editor
Brian May
Matt Badger
Executive Creative Director
Simon Higby
Colin Selikow
Executive Producer
Adine Becker
Caitlin Grady
Kristin Angeletti
Mercedes Allen-Sarria
Producer
Loreta Dilaveri
Ryan Smith
Account Director
Julie Crimmins
Account Executive
Raneen Onallah
Account Supervisor
Dee Dee Morrow
Chief Executive Officer
Andrea Diquez
SVP Group Account Director
Kiska Howell
assistant editor
Tara O'Sullivan
Associate Marketing Manager
Alex Vertrees
Chief Marketing Officer, Partner
Rupert Samuel
Chief strategy Officer
milo chao
Co-Founder/Partner
Brendan Kierman
Justin Moore-Levy
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
Matt Blitz
JoJo Scheerer
Tia Perkins
Head of Studio
Brian Winterton
Junior Art Director
Lane Hedler
Junior Copywriter
Ken Bates
Junior Creative
June Filtenborg
Sofie Engelbrecht
Marketing director
Chris Steele
Program Director
Anya Twillie
Project Management Director
Tabor Theriot
Public Relations Manager
Amber Dutra
SENIOR PRODUCER
Andrew Manning
Norm Felker
Ryan Smith
Sound Design & Mix
David Axelbaum
Sound Producer
Sharon Cha
Street Artist
Efren Andaluz III
Studio Manager
Tom Syoen
Tommy Lombardi
Talent Manager
Chris Quinn
VP, Executive Producer
Jeff Fiorello
Related Awards
