Coors Light - Chillboards
Award: Graphite Pencil
Graphite Pencil / Media / Press & Outdoor / 2023
Award: Wood Pencil
Wood Pencil / Spatial Design / Public Spaces
Award: Wood Pencil
Wood Pencil / Typography / Environmental
Award: Shortlist
Shortlist / Experiential / Responsible Activations
Award: Shortlist
Shortlist / Art Direction / Outdoor
DDB Chicago created an activation for Molson Coors that took out-of-home to a whole different level. Using a white paint that reflects 85% of sunlight, the ‘chillboards’ covered the area of 160 average-sized billboards, raising awareness of a global issue while helping one overheated community in Miami, Florida stay cool. A custom dynamic typeface was also designed to adapt to each roof, covering 96%. The activation was filmed and shared online so that, even if the ads were meant to be felt rather than looked at, the target audience could still see them.
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What did the judges have to say?
The project used typography to generate a positive impact on the community.
Ricardo Bezerra, CCO, Tátil Design