庫爾斯淡啤（Coors Light）一直以清涼、勁爽的口感著稱。
這一次，攜手 DDB 旗下一眾代理商，包括 DDB Chicago、NORD DDB、adam&eveDDB，品牌推出了一則非常有創意的戶外廣告，題為《涼爽屋檐 Chillboards》。
Coors Light ：Chillboards
品牌希望讓消費者直觀感受到庫爾斯淡啤的涼爽。這個被譽為“看不見但能感受到”的戶外廣告中，品牌在熱氣騰騰的美國邁阿密選擇了房屋社群。原先的黑色屋頂十分聚熱，高溫之下住在房子里的居民更感炙烤。
采用特制的白色油漆，該 campaign 在房頂刷滿有趣文案。油漆可以協助反射掉 85 %的太陽光，降低高達 50 華氏度的屋頂表面溫度。于是乎，住在屋檐下的居民，雖然沒能眼見這組戶外廣告，卻能清楚感知到它所帶來的涼意。
系列戶外廣告文案
01
This ad chills literally
這個廣告真的想讓你涼快
02
Ads up temps down
廣告掛上，溫度下降
03
Refresh your roof
煥新你的的房頂
04
The coolest ads in American
全美最酷的廣告
05
Made to Chill
為涼爽而造
據悉，品牌方還將捐獻 5000 加侖（約18927升）白色油漆，用于需要這份涼意的社群。
項目信息
品牌/廣告主
Coors Light 庫爾斯淡啤酒
營銷機構
Creative Agency 創意代理商
DDB
參與者
獎項榮譽
2023
D&AD Awards
Spatial Design / Public Spaces
Wood Pencil
2023
D&AD Awards
Typography / Environmental
Wood Pencil
2023
D&AD Awards
Media / Press & Outdoor
Graphite Pencil
2023
LIA
Design | Sustainable Design
Bronze
2023
LIA
Billboard Use of Typography Campaign
Silver
2023
LIA
Billboard | Corporate Purpose/Social Responsibility
Gold
2023
LIA
Ambient & Activation | Corporate Purpose/Social Responsibility
Silver
2023
LIA
Ambient & Activation | Sustainability
Bronze
2023
LIA
Billboard | Sustainability
Silver
2023
LIA
Design | Innovative Use of Design
Silver
2023
LIA
Design | Use of Typography Campaign
Bronze
2023
CLIO Awards
Out of Home | Ambient
Bronze
2023
CLIO Awards
Print & Out Of Home Craft | Typography
Silver
2023
CLIO Awards
Design | Sustainability
Silver
2023
CLIO Awards
Experience/Activation | Other
Gold
2023
CLIO Awards
Design | Direct Marketing
Gold
2023
CLIO Awards
Direct | Out of Home
Bronze
2023
CLIO Awards
Experience/Activation | Special Build
Bronze
2023
CLIO Awards
Design Craft | Typography
Gold
2023
CLIO Awards
Media | Experience/Activation
Gold
2023
CLIO Awards
Out of Home | Takeover
Silver
2023
CLIO Awards
Direct | Experience/Activation
Bronze
2023
CLIO Awards
Print & Out Of Home Craft | Art Direction
Bronze
2023
The One Show
Out of Home | Craft - Typography
Silver Pencil
2023
The One Show
Design | Typography - Static
Silver Pencil
2023
The One Show
Experiential & Immersive | Brand Installations
Gold Pencil
2023
The One Show
Design | Best of Design
Best of Discipline
2023
The One Show
Design | Out of Home - Series
Gold Pencil
2023
The One Show
Design | Typography - Typeface Design
Silver Pencil
2023
The One Show
Experiential & Immersive | Craft - Art Direction
Silver Pencil
2023
ADC Awards
Advertising
Best in Discipline
2023
ADC Awards
Designism Cube | Design for Good / Typography
Designism
2023
ADC Awards
Advertising | Design for Good - Advertising - Single
Gold Cube
2023
ADC Awards
Typography | Design for Good - Typography
Gold Cube
2023
ADC Awards
Typography | Use of Typography
Gold Cube
2023
ADC Awards
Typography | Advertising
Gold Cube
2023
ADC Awards
Typography | Environmental
Gold Cube
2022
Cannes Lions
Outdoor | Ambient Outdoor
Bronze
2022
Cannes Lions
Industry Craft | Brand & Communications Design
Silver
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