Coors Light Beats the Heat with "Chillboards" Energy-Efficient

May. 06, 2022

To combat Miami’s frequent extreme heatwaves, Coors Light debuted "Chillboards", a new experiential eco-and social-conscious campaign directed by HELO’s Set Free Richardson via DDB Chicago. Helping communities keep cool and lower utility bills, Coors Light installed billboards with minimalist ad messaging on the roofs of 96 apartment buildings in Miami. The "chillboards" feature white roof coating, capable of reflecting up to 85% of sunlight and lowering the surface temperature by 50-degrees to keep residents cooler during heat surges, raise awareness, and reduce electricity usage.

The new rooftop ads which have different phrases like, "Chillboards" and "Ads Nobody Can See, But Everyone Can Feel," are written in the font "coolest" — designed to cover 96% of the surface space in reflective white paint.