Billboard series for Celsius × Midea, live along the Yerevan–Sevan M4 highway.
Celsius is an Armenian cooling and heating company working with Midea climate systems. For its 2024 campaign “Eghanak a Poxum” (“Changes the Weather”), I designed a series of large-format billboards for the Yerevan–Sevan M4 highway.
The road carries a constant stream of drivers heading to Lake Sevan and the north. Each board had to be understood in a few seconds, at speed, from a distance: one line, one product, one contact.
A single Armenian headline, “the weather changes”, works for cooling in summer and heating in winter, so the whole series stays one campaign.
Each billboard puts a single Midea product on a podium: Multi Zone air conditioning, the V8 VRF system and a gas boiler.
Midea × Celsius lock-up on the left, phone and website on a white strip at the bottom, the same place on every board.
Eghanak a Poxum
“Changes the weather.”
A short, confident promise in heavy Armenian type, readable from far away and true for every product in the range.
Heavy Armenian headline, top-left, the first thing the eye lands on.
Midea × Celsius side by side: global product, local expert.
Cut-out product on a white podium, connected units shown as a system.
Large label on the podium so the range is clear at a glance.
Phone and website on a white band, in the same position on every board.
Real photos of the V8 VRF board on the Yerevan–Sevan highway, 2024, from the approach to close range.
See the next project, the original on Behance, or get in touch.