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.
What did the judges have to say?
The project used typography to generate a positive impact on the community.
Ricardo Bezerra, CCO, Tátil Design