Coors Light Chillboards
There are billboards, and then there are Chillboards.
To draw attention to the cooling benefits of using these reflective paints, we created the world's first out-of-home advertising campaign that no one can see but everyone can feel.
How It Works
We can expect far more days over 90 degrees Fahrenheit than a few decades ago. Black roofs can get up to 170 degrees on a hot day affecting everyone who lives under them. Painting roofs with a special reflective white paint reduces the absorption of solar radiation while lowering the internal temperature of buildings.
Each roof was painted with a different message to raise awareness around the benefits of these reflective roofs – including reducing the need for AC and lowering cooling costs. More than 36,000 sq. ft. of roofs were painted – the equivalent of 90 average-sized billboards, helping cool down 9an entire community.
We even made a font that covers 95% of the surface area to maximize the cooling properties of these Chillboards.
🏆 Cannes: 1x Silver, 1x Bronze, 1x Titanium Shortlist, 3x Shortlist
🏆 D&AD: 1x Graphite, 2x Wood, 2x Shortlist
🏆 One Show: 1x Best Of Discipline, 2x Gold, 4x Silver, 3x Merit, 4x Shortlist
🏆 ADC: 2x Best of Discipline, 1x Design Cube, 5x Gold , 5x Silver, 1x Bronze
🏆 LIA: 1x Gold, 4x Silver, 3x Bronze
🏆 Clios: 4x Gold, 3x Silver, 5x Bronze
🏆 Andy’s: 1x Gold
🏆 EuroBest: 1x Grand Prix, 1x Bronze, 3x Shortlist
🏆 #1 Out-Of-Home Innovation of 2022 by Ad Age
🏆 #15 Best ad of the year by AdWeek
🏆 #17 Best ad of the year by Ad Age