Coors Light's Rooftop Ads Cool Down Homes in Miami

Inside or outside, Coors Light has sustainability covered.

In March, to hype its pledge to remove plastic rings from global packaging by 2025, the brand opened a pop-up “Future Mart” in NYC. The store’s infrastructure, shelves, floor and props were 100 percent biodegradable.

Now, Coors Light has taken its environmental message outward and upward, installing “Chillboards” on a dozen high-rise rooftops at an apartment complex in Miami.

Touted as “Ads nobody can see but everybody can feel,” the initiative from DDB Chicago, NORD DDB and adam&eveDDB boasts signage with a reflective white coating that blocks 85 percent of sunlight.

“Chillboards” can cut roof temperatures by up to 50 degrees. The buildings below also cool down considerably, so residents don’t have to run their air conditioners on full blast.

“Our thought was, what if our ads could chill communities as much as our beer does?” says brand VP marketing Marcelo Pascoa. “We like to test the boundaries in our advertising. Most brands wouldn’t put billboards in places where people can’t see them. But Coors Light did. Our motivation was to bring awareness to this simple energy-saving tip and help cool down Americans during the start of the hottest season of the year.”

As part of the activation, Coors Light is sharing the chill by giving away 5,000 gallons of white paint.

“We realize not everyone can feasibly paint their roofs white,” Pascoa says. “But through this program, we hope to inspire people to make choices that reduce energy usage and home-cooling costs.”
 
The campaign’s timing feels on point, with a spring heat wave poised to remind folks of the costly, potentially life-threatening impact of climate change.

CREDITS

CLIENT: Molson Coors, Coors Light
CMO: Michelle St. Jacques
GLOBAL VP, MILLER FAMILY OF BRANDS: Marcelo Pascoa
MARKETING DIRECTOR: Chris Steele
ASSOCIATE MARKETING MANAGER: Alex Vertrees
PUBLIC RELATIONS MANAGER: Amber Dutra

AGENCY
CREATIVE AGENCY: DDB Chicago, NORD DDB, Adam&EveDDB,
CHIEF CREATIVE OFFICER, DDB WORLDWIDE: Ari Weiss
CHIEF CREATIVE OFFICER, DDB CHICAGO: Rodrigo Jatene
CHIEF CREATIVE OFFICER, ADAM&EVE DDB: Rick Brim
EXECUTIVE CREATIVE DIRECTOR: Colin Selikow
]CREATIVE DIRECTOR, NORD DDB: Simon Higby
CREATIVE DIRECTOR, ADAM&EVE DDB: Andre Sallowicz
ASSOCIATE CREATIVE DIRECTOR, NORD DDB: Tim Fremmich Andresen
ASSOCIATE CREATIVE DIRECTOR, NORD DDB: Anders Kure
ART DIRECTOR, ADAM&EVE DDB: Borja Iciz
COPYWRITER, ADAM&EVE DDB: Jess West
JR. ART DIRECTOR, DDB CHICAGO: Lane Hedler
JR. COPYWRITER, DDB CHICAGO: Ken Bates
CHIEF EXECUTIVE OFFICER, DDB CHICAGO: Andrea Diquez
SVP, GROUP ACCOUNT DIRECTOR: Kiska Howell
ACCOUNT DIRECTOR: Julie Crimmins
ACCOUNT SUPERVISOR: Dee Dee Morrow
ACCOUNT EXECUTIVE: Raneen Onallah
CHIEF STRATEGY OFFICER: Milo Chao
GROUP STRATEGY DIRECTOR: Baxter Holland
HEAD OF PRODUCTION: Matt Blitz
GROUP EXECUTIVE PRODUCER, EXPERIENCES: Rock Darlington
EXECUTIVE PRODUCER: Adine Becker
PRODUCER: Loreta Dilaveri
DIRECTOR OF BUSINESS AFFAIRS: Jillian English
TALENT MANAGER: Chris Quinn
PROJECT MANAGEMENT DIRECTOR: Tabor Theriot

PRODUCTION COMPANY: HELO
DIRECTOR: Set Free Richardson
CO-FOUNDER/PARTNER: Brendan Kiernan
CO-FOUNDER/PARTNER: Justin Moore-Lewy
CHIEF MARKETING OFFICER/PARTNER: Rupert Samuel
EXPERIENTIAL CREATIVE DIRECTOR/PARTNER: Tom Webster
EXECUTIVE PRODUCER: Mercedes Allen-Sarria
EXPERIENTIAL PRODUCER: Gabrielle Brattole
STREET ARTIST: Efren Andaluz III (Andaluz The Artist)

DESIGN AGENCY: NORD DDB ID Coph

EDITORIAL: Whitehouse Post
EDITOR: Brian May
HEAD OF PRODUCTION: JoJo Scheerer
EXECUTIVE PRODUCER: Caitlin Grady
SENIOR PRODUCER: Ryan Smith

SOUND
AUDIO POST: The Works
AUDIO MIXER: David Axelbaum

MUSIC HOUSE:
CEO/CCO: Joel Simon
VP/EXECUTIVE PRODUCER:  Jeff Fiorello
SENIOR PRODUCER:  Norm Felker
SENIOR PRODUCER:  Andrew Manning
PRODUCER:  Sharon Cha
CO-COMPOSER:  Jason Krebs

POST PRODUCTION
COLOR: Carbon
HEAD OF PRODUCTION: Tia Perkins
CREATIVE DIRECTOR:  Ian Bradley
PRODUCER: Adriana Wong
COLORIST: Bree Brackett
COLOR ASSIST: Zoe Lambert
COLOR EP: Laurie Adrianopoli