News 24.05.2022

Need to Know

Coors creates Chillboards for civic advertising, Stadium Goods appeals to streetwear bulk-buyers, and parents are confused by the future workplace.

Coors’ latest ads can cool down buildings

Coors Chillboards, US

Chicago – American beer brand Coors is developing advertising that benefits the built environment. The company’s Chillboards are rooftop billboard installations that have been designed to cool down buildings using light-reflective paints.

The discreetly branded installations have been placed on top of residential buildings in Miami, where temperatures have begun approaching 90°F with alarming frequency. The Chillboards are painted with Mule-Hide Finish reflective white roof coating, which has already reduced the roofs’ surface temperature by up to 50°F, according to the company. ‘The science behind Chillboards is actually pretty simple, dark surfaces absorb sun rays, but specially formulated white coating reflects them, resulting in a cooler temperature,’ explains Marcelo Pascoa, vice-president of marketing for the Coors family of brands.

In the face of rising temperatures and soaring utility bills for amenities like air conditioning, the Chillboards highlight how advertising can enact positive change, something which we have previously explored in Civic Ads.

Strategic opportunity

Younger generations are suspicious of traditional forms of advertising. Instead of commercially driven billboards, take note from Coors and create advertisements that enact positive environmental change

Stompy takes on snobby wine subscriptions

Stompy. Identity by &Walsh, US Stompy. Identity by &Walsh, US
Stompy. Identity by &Walsh, US Stompy. Identity by &Walsh, US

US – The personalised wine subscription service is undergoing a visual refresh in a bid to open up the concept of wine connoisseurship. With the aim of removing the stuffy and snobbish stereotypes associated with the sector, the new identity champions wine novices through its bold typeface, bright colours and humorous illustrations. Its typographic logo also captures a sense of play, referencing the art of grape stomping.

Designed by creative agency &Walsh, the rebranding also provides functional cues, with different colours signifying wines that are organic, natural and vegan. By combining a sense of fun with branding for easier navigation, Stompy and &Walsh are diversifying the wine sector for broader audiences. ‘In the brand direction, we explored visual cues that challenge the stuffy, snobby stereotypes surrounding wine and instead open up great wine to more great people,’ explains Jessica Walsh, founder of &Walsh.

We previously identified how micro-winery Plot Wines is also seeking to subvert wine stereotypes, using vibrant branding that builds on the ideas we explore in our Frivolous Foods design direction.

Strategic opportunity

Find more ways to celebrate novices. Rather than simply educating newcomers, highlight how being an amaeteur can be a blessing

Stadium Goods lets hypebeasts bulk buy

New York – For years, streetwear brands have strived to eliminate bulk buying, a practice in which customers – or, more commonly, bots – purchase large amounts of limited-edition goods with the sole aim of reselling them for a profit on the secondary market. But with its new platform Source, consignment streetwear site Stadium Goods is embracing the practice.

Source allows customers to buy and sell large quantities of products called bundles. Each aspect of the transaction, including shipping, authentication and warehousing is managed by Stadium Goods, so buyers don’t even have to touch their inventory. The platform is designed to benefit users by enabling them to profit from the higher margins associated with buying and selling products at scale.

By allowing its users to speculate on bundles of products without ever having to handle the items themselves, Stadium Goods is becoming a Streetwear Brokerage, transforming streetwear into an alternative investment asset.

Stadium Goods, US

Strategic opportunity

Excess inventory remains one of the top concerns for companies following the pandemic. Consider how innovative resale schemes like Source could benefit your business

Stat: England’s parents struggle to give career advice

Nike PLAYLab by Weiden + Kennedy, UK Nike PLAYLab by Weiden + Kennedy, UK

In an age when the job market is rapidly changing, many of England’s parents are feeling stuck when offering careers advice to their Generations Z or Alpha children. According to a study by Talking Futures, a majority (75%) of parents said they feel that giving relevant career advice to their children is almost impossible.

With many young people opting for jobs in the ever-evolving digital landscape, parents are also feeling confused about what particular careers entail. The research finds that more than two-thirds of parents of 11–18-year-olds in England are lost in a ‘job fog’, feeling overwhelmed as their children express interest in careers they know nothing about.

Given this mindset, there is an opportunity for brands and organisations to help parents to feel more informed and empowered to talk to their children about career options. As we predict in our education scenario, the coming decade will require a rethink of knowledge exchanges and how learning can prepare people for future careers.

Strategic opportunity

Platforms supporting young people should also create services that guide parents and care-givers in navigating the careers landscape. Consider creating resources such as conversation cards to allow easier communication between children and parents

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