Ads nobody can see but everybody can feel
Heat waves are increasing in frequency and intensity, affecting poorer areas much more than surrounding wealthier areas. Coors Light, the beer ‘made to chill’, decided to take their brand platform to new heights - all the way to the roof actually.
We created Chillboards. Billboards on roofs that are painted with white reflective paint, which reflects 85% sunlight, lowers the surface temperature by up to 50°F and minimizes AC cost up to 20%. To help spread the message we created a dynamic typeface that adapted to each roof, covering 96% surface area.
AdAge #1 Outdoor innovation 2022
Adweek best 30 ads of 2022
Ad Age best 30 ads of 2022
Role: Creative