Chillboards
Ads nobody can see but everybody can feel
The Challenge
Heatwaves are becoming more and more frequent all over the world and residents in low-income neighborhoods endure far higher temperatures than those in wealthier neighborhoods, where there is less green space and buildings with low slope black roofs that get up to 170 degrees. Coors Light, the beer that’s ‘made to chill’, decided to take their brand platform to new heights – all the way to the roof actually.
The Idea
Painting roofs with a special white reflective paint can reflect 85% sunlight and chill the buildings. So Coors Light decided to move their billboards on top of roofs to help the overheated communities. We call them Chillboards. To ensure maximum chill for the residents and at the same time spread awareness of white roofs, we created a custom functional typeface that is dynamic and covers 96% of the roof surface. The font is publicly available for all to use.
The Results
- The Chillboards lowered roof temperatures 28°C
- Reduced internal temperatures by 6°C
- Minimized the need for AC, which saves the community 40.000$ annually
- In the pilot program over 36,000 sq. ft. of roofs were painted and to help chill even more people Coors Light pledged an additional 5000 gallons of paint to communities struggling in the heat, enough to cover million sq ft
- And Chillboards is set to be implemented in Canada, Mexico and Puerto Rico.
