Coors Light’s out-of-sight out of home

In a bid to cope with Miami’s frequent extreme heat waves, DDB Chicago has created Coors Light’s Chillboards, a new experiential eco-and socially-conscious initiative.

In the campaign film, directed by HELO’s Set Free Richardson, Jane Gilbert, the chief Heat Officer of Miami Dade County, explains the alarming fact that Miami now has far more days over 90 degrees than the city had a few decades ago. 

With black being a heat trap, black roofs can reach temperatures of 170 degrees, affecting everyone who lives under them and pushing up usage of air conditioning. 

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, which is capable of reflecting up to 85 per cent of sunlight and lowering surface temperature by 50-degrees. 

This has the multi-function purpose of keeping residents more chilled during heat surges, raising awareness, and reducing electricity usage.

Which is, quite literally, very cool.