With rising heat waves across the globe, especially low-income communities are hit by overheating as the areas they live in are not cooled by green areas and have less space between buildings. This means a highly unequal situation between rich and poor.

Coors Light is a beer brand with the brand promise that it’s “made to chill”. So they wanted to come up with a solution that could help the target group by actually chilling them.

So the activation had to help, be true to the brand platform, and ultimately have a positive impact on the brand in terms of liking and purchase intention.

We created an activation that took out-of-home to a whole different level. Using a special white paint that reflects 85% of sunlight, we created Chillboards: billboards on roofs painted with messages about the benefits of white paint. This not only raised the awareness of a global issue, it also helped an overheated community in Miami, Florida stay cool.

We knew we had to spread our message far and wide, so we designed a custom dynamic typeface that adapted to each roof, covering 96% of the surface area. This ensured maximum coverage while still being legible.

As the beer brand that is “Made to Chill”, Coors Light knows how important it is to cool people.

Through research, we became confident that our audience—light beer drinkers 21-35—would connect with us through our sustainability efforts. Because no generation cares about this planet more than they do.

So we knew that we had to make sure that we did not just talk about the beer chilling people, we had to find ways to do it in a helpful and sustainable way.

The aim was to create awareness on several levels. The target group had to see the brand doing something to help, while pushing the brand promise of made to chill. But also direct the message of the benefits of white roofs so more private and public builders start considering implementing the solution.

Chillboards was launched in April 2022 in Miami, Florida, USA. This allowed the campaign to create awareness of the solution in enough time for cities to start preparing low-income areas for heatwaves.

The Chillboards were painted using the “Chillest” font on 12 roofs measuring a total of 36000 square feet. Each roof had a different headline to highlight the different benefits of the activation and the white paint.

In addition, 5000 gallons of roof paint was donated to communities in need, which covers 2 millions square feet of roofs.

A film was made about the Chillboards, which was shared on Coors Light social channels, on a campaign site and directly to media outlets. So while the roofs could not be seen by people walking by, they were seen on social platforms and in news outlets, so the message got to the target group.

Chillboards delivered results for both people and the brand.

The activation had the following results:

- 50°F (28°C) lower temperature on the roof surface

- 10°F (6°C) temperature difference inside the buildings

- 20% average lower electricity bill

- $500 USD average household savings

For the brand the results were:

- Awareness of Coors Light up 26.9%

- Brand affinity up 22.2 %points

- Purchase intention up 42.4%points

In 2023 Chillboards will be put up by Coors Light in Canada, Mexico and Puerto Rico.