库尔斯淡啤（Coors Light）一直以清凉、劲爽的口感著称。
这一次，携手 DDB 旗下一众代理商，包括 DDB Chicago、NORD DDB、adam&eveDDB，品牌推出了一则非常有创意的户外广告，题为《凉爽屋檐 Chillboards》。
Coors Light ：Chillboards
品牌希望让消费者直观感受到库尔斯淡啤的凉爽。这个被誉为“看不见但能感受到”的户外广告中，品牌在热气腾腾的美国迈阿密选择了房屋社群。原先的黑色屋顶十分聚热，高温之下住在房子里的居民更感炙烤。
采用特制的白色油漆，该 campaign 在房顶刷满有趣文案。油漆可以协助反射掉 85 %的太阳光，降低高达 50 华氏度的屋顶表面温度。于是乎，住在屋檐下的居民，虽然没能眼见这组户外广告，却能清楚感知到它所带来的凉意。
系列户外广告文案
01
This ad chills literally
这个广告真的想让你凉快
02
Ads up temps down
广告挂上，温度下降
03
Refresh your roof
焕新你的的房顶
04
The coolest ads in American
全美最酷的广告
05
Made to Chill
为凉爽而造
据悉，品牌方还将捐献 5000 加仑（约18927升）白色油漆，用于需要这份凉意的社群。
项目信息
品牌/广告主
Coors Light 库尔斯淡啤酒
营销机构
Creative Agency 创意代理商
DDB
参与者
奖项荣誉
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
专业评分
专业评分已截止
评论
评论
推荐评论
全部评论（5条）