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.

2023 One Show - Experiential & Immersive


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

Client Coors Light


Craft / Art Direction

Annual ID


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



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

PR / Marketing Agency


Client / Brand

Molson Coors / Chicago

Production Company


Music / Sound Production Company

JSM Music

Post Production Company

Whitehouse Post

Art Director

Borja Iciz
Anders Kure

Chief Marketing Officer

Michelle St. Jacques

Creative Director

Andre Sallowicz
Ian Bradley

Executive Creative Director

Simon Higby
Colin Selikow

Account Director

Julie Crimmins

Account Executive

Raneen Onallah

Account Supervisor

Dee Dee Morrow

Chief Executive Officer

Andrea Diquez

Head of Production

Matt Blitz
JoJo Scheerer
Tia Perkins

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


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 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


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

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