To combat Miami’s frequent extreme heat waves, Coors Light debuted “Chillboards,” a new experiential eco-and social-conscious campaign.

An innovative activation was developed by a team to revolutionize the out-of-home advertising experience. Using a specially designed white paint that reflects 85% of sunlight, Chillboards were created, covering an area equivalent to 160 typical billboards. The main objective was to raise awareness of a global issue while also providing relief to an overheated community in Miami, Florida.

To ensure the message was disseminated to a wider audience, a custom dynamic typeface was crafted that could adapt to each rooftop, covering 96% of the targeted area. The entire process was captured on film and shared online, allowing viewers to experience the campaign’s impact, even if they were unable to witness it in person.

Credits
Advertising Agency: DDB Chicago, Nord DDB Denmark, Adam&EveDDB

Tags: Out-of-home advertising, Chillboards, Global awareness, White paint technology, Dynamic typeface, Miami, Florida, Innovative advertising, Sustainable advertising, Environmental awareness, Brand awareness

Credits:
Advertising Agency: Paradise Advertising, USA
CEO: Cedar Hames
Chief Creative Officer: Tom Merrick
Account Services: Rudy Webb
Creative Director / Digital Director: Glenn Bowman
Creative and Film Director / Producer: Brian Arndt
Copywriter: Brittany Weissler Einsmann
Art Directors: Anthony DeLaura, Dylan Madigan, Caspar Blattmann
Photographer: Dean West
DP / Editor: Daniel Reyes
Motion Graphics / Sound Editor: Joe Boccia
Sound Design: Eric Hunter