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Creative Award
New York, United States
Coors Light - "Chillboards" by ANDY Awards 2023

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TitleChillboards
Agency
Campaign Chillboards
Advertiser Molson Coors
Brand Coors Light
Date of First Broadcast/Publication 2022 / 4
Business Sector Beers, Ciders, Lagers
Story 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 a beer brand with the brand promise that it’s “made to chill”. So they wanted to come up with a solution that could help the target group by actually chilling them where they live. We created a new type of out-of-home where we combined the classic billboard with roofs. Using a special white paint that reflects 85% of sunlight, we created Chillboards: billboards on roofs painted with messages about the benefits of white paint. In this way we utilized the home environment by adding a design element that had a function, which could be experienced by those living in the buildings and worked as an exhibition when people saw it in online media. This not only raised the awareness of a global issue, it also helped an overheated community in Miami, Florida stay cool.
Media Type Case Study
Length
AI Description The 'Chillboards' campaign by Coors Light addresses the issue of extreme heat affecting low-income communities. With a focus on Miami, the ad showcases aerial shots of black roofs turning scorching hot under the sun, reaching temperatures of up to 170 degrees. The ad introduces a solution: covering roofs with a special white paint reflecting 85% of sunlight, which can decrease roof temperatures by up to 50 degrees. The campaign features Jane Gilbert, Miami-Dade County's Chief Heat Officer, emphasizing the challenges faced by poorer families in staying cool during heatwaves. It highlights the transformation of billboards into 'Chillboards' with white paint that narratively sends a cooling message. Residents are seen enjoying the cooler temperatures with Coors Light beers. The ad also indicates potential savings on energy bills, using visuals of the community, and underscores Coors Light's commitment to chilling communities globally.
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