As the beer that’s “Made to Chill,” Coors Light needed to show younger drinkers that we believed in more than just cold beer.

So we asked ourselves: what if our ads could “chill” communities as much as our beer does?

Using an innovative white paint that reflects 85% of sunlight, we created Chillboards: billboards on roofs that lower temperatures inside.

- Chillboards utilized a font custom-designed to maximize coverage, each with a headline about extreme heat.

- This raised awareness of the heat crisis outside, while immediately cooling one underserved community inside in Miami, Florida.

- We partnered with the world's first ever Chief Heat Officer, Jane Gilbert, to create a film about the pilot program to inspire other leaders to prepare for heatwaves.

And to further democratize the chill, Coors Light donated 5,000 gallons (aprx 19.000 litres) of paint to communities in need and open-sourced its font.