Coors Light Beats the Heat with 'Chillboards' Energy-Efficient Billboards

To combat Miami’s frequent extreme heat waves, Coors Light debuted ‘Chillboards,’ a new experiential eco-and social-conscious campaign directed by HELO’s Set Free Richardson via DDB. 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 surface temperature by 50-degrees to keep residents cooler during heat surges, raise awareness, and reduce electricity usage.