Most beer brands in the category are about making sustainable efforts for future goals.

We saw this as an opportunity for people to experience Coors Light’s belief that everyone should be able to “Chill” wherever they are. So we created Chillboards - billboards nobody can see but everybody can feel.

These sustainable billboards reflect sunlight away from rooftops and, in turn, let the residents experience a cooler home, while at the same time spreading a message to the world about the benefits of white roofs.

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 the beer brand that is “made to chill” and they wanted to come up with a situation that could make everybody chill while helping.

Not many know that painting roofs with a special reflective paint can reflect 85% sunlight. We used this to create the world's first out-of-home campaign that everybody can feel but nobody can see - we call them Chillboards.

To ensure maximum chill for the residents while spreading awareness we created a custom functional typeface that covers 96% of the roof surface. This way we could tell the story of the benefits of white roofs while cooling the buildings.

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.

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 - equivalent of 160 standard billboards. In addition, 5000 gallons of roof paint was donated to communities in need, which cover 2 millions square feet of roofs. And Chillboards are being put up next in Canada, Mexico and Puerto Rico.

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

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

20% lower AC costs

$40,000 USD annual community savings