Imagine proposing to a client that it runs billboards no one can see. That’s what a team of three DDB agencies suggested to Coors Light. adam&eveDDB, DDB Chicago & Nord DDB CPH did have an ace up their sleeves. People would be able to feel the billboards.

Miami is prone to extreme heatwaves, even more so in recent years than in the previous decade. Miami also has a lot of flat black roofs. The temperature of these can get up to 149 degrees Fahrenheit (65C), radiating heat down into homes.

DDB and Coors Light have turned flat black roofs of 96 apartment buildings into white Coors Light “Chillboards”. The boards are made with a white roof coating capable of reflecting up to 85% of sunlight and lowering surface temperature by 50-degrees to keep residents cooler during heat surges, raise awareness, and reduce electricity usage.

Credits
Brand: Coors Light
Agency: DDB (adam&eveDDB, DDB Chicago & Nord DDB CPH)

Production Company: HELO
Co-Founders & Partners: Brendan Kiernan & Justin Moore-Lewy
Director: Set Free Richardson
Partner, CMO: Rupert Samuel
Partner, Experiential Creative Director: Tom Webster
Executive Producers: Mercedes Allen-Sarria & Gabrielle Brattole