Coors Light’s out-of-sight out of home
The beer brand’s ingenious campaign innovates hidden billboards that nobody can see, but everyone can feel.
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Credits
powered by
- Agency DDB/Chicago
- Production Company HELO
- Director Set Free Richardson
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Credits
powered by
- Agency DDB/Chicago
- Production Company HELO
- Director Set Free Richardson
- Ad Agency adam&eveDDB/London
- Ad Agency NORD DDB/Copenhagen
- Design Agency NORD DDB/Copenhagen
- Editing Whitehouse Post/New York
- Editing Whitehouse Post/Chicago
- Color/Post Production Carbon/Chicago
- Color/Post Production Carbon/New York
- Audio Post The Works Music & Sound
- Music JSM Music
- Art Director Borja Iciz
- Associate Creative Director Anders Kure
- Associate Creative Director Tim Fremmich Andresen
- Chief Creative Officer Rodrigo Jatene
- Chief Creative Officer Richard Brim
- Copywriter Jess West
- Creative Director Simon Higby
- Creative Director Andre Sallowicz
- Executive Creative Director Colin Selikow
- Experiential Creative Director/Partner Tom Webster
- Global Chief Creative Officer Ari Weiss
- Group Executive Producer - Experiences Rock Darlington
- HP Matt Blitz
- Junior Art Director Lane Hedler
- Junior Copywriter Ken Bates
- Producer Loreta Dilaveri
- Co-Founder/Partner Brendan Kiernan
- Co-Founder/Partner Justin Moore-Lewy
- Chief Marketing Officer/Partner Rupert Samuel
- Executive Producer Mercedes Allen-Sarria
- Experiential Producer Gabrielle Perrone Brattole
- Editor Brian May
- HP Jojo Scheerer
- Executive Producer Caitlin Grady
- Senior Producer Ryan Smith / (Executive Post Producer)
- Head of Production Tia Perkins
- Creative Director Ian Bradley
- Producer Adriana Wong
- Colorist Bree Brackett
- Executive Producer Laurie Adrianopoli
- Audio Mixer David Axelbaum
- CEO/Chief Creative Officer Joel Simon
- VP/Executive Producer Jeff Fiorello
- Senior Producer Norm Felker
- Senior Producer Andrew Manning
- Producer Sharon Cha
- Co-Composer Jason Krebs
Credits
powered by
- Agency DDB/Chicago
- Production Company HELO
- Director Set Free Richardson
- Ad Agency adam&eveDDB/London
- Ad Agency NORD DDB/Copenhagen
- Design Agency NORD DDB/Copenhagen
- Editing Whitehouse Post/New York
- Editing Whitehouse Post/Chicago
- Color/Post Production Carbon/Chicago
- Color/Post Production Carbon/New York
- Audio Post The Works Music & Sound
- Music JSM Music
- Art Director Borja Iciz
- Associate Creative Director Anders Kure
- Associate Creative Director Tim Fremmich Andresen
- Chief Creative Officer Rodrigo Jatene
- Chief Creative Officer Richard Brim
- Copywriter Jess West
- Creative Director Simon Higby
- Creative Director Andre Sallowicz
- Executive Creative Director Colin Selikow
- Experiential Creative Director/Partner Tom Webster
- Global Chief Creative Officer Ari Weiss
- Group Executive Producer - Experiences Rock Darlington
- HP Matt Blitz
- Junior Art Director Lane Hedler
- Junior Copywriter Ken Bates
- Producer Loreta Dilaveri
- Co-Founder/Partner Brendan Kiernan
- Co-Founder/Partner Justin Moore-Lewy
- Chief Marketing Officer/Partner Rupert Samuel
- Executive Producer Mercedes Allen-Sarria
- Experiential Producer Gabrielle Perrone Brattole
- Editor Brian May
- HP Jojo Scheerer
- Executive Producer Caitlin Grady
- Senior Producer Ryan Smith / (Executive Post Producer)
- Head of Production Tia Perkins
- Creative Director Ian Bradley
- Producer Adriana Wong
- Colorist Bree Brackett
- Executive Producer Laurie Adrianopoli
- Audio Mixer David Axelbaum
- CEO/Chief Creative Officer Joel Simon
- VP/Executive Producer Jeff Fiorello
- Senior Producer Norm Felker
- Senior Producer Andrew Manning
- Producer Sharon Cha
- Co-Composer Jason Krebs
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.
