Ads that no one can see, but everyone can feel.
Introducing 'Chillboards' for Coors Light. Created together with our friends from DDB Chicago and NORD DDB CPH, this innovative campaign turns rooftops into energy-efficient billboards to help lower building temperatures across Miami.
The minimally branded rooftop installations located atop 96 apartment buildings across Miami have been painted using Mule-Hide Finish reflective white roof coating, a formula proven to reflect 85% of sunlight. On one rooftop tested, Coors Light discovered the ad lowered the surface temperature of the roof by as much as 50 degrees.