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

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TitleChillboards OOH Project Board
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
AI Description The ad features a large image showing several rooftops in an urban neighborhood painted with special white paint to create 'Chillboards.' The main headline reads "CHILLBOARDS: Billboards nobody can see but everybody can feel," highlighting Coors Light's innovative project to combat extreme heat in low-income communities. The white rooftops are depicted reflecting 85% of sunlight, significantly reducing temperatures and lowering air conditioning costs. Heat maps demonstrate the temperature difference between traditional black roofs and the newly painted white roofs. Quotes and data emphasize the environmental and economic benefits, indicating a surface temperature reduction by 50°F and internal temperature difference by 10°F, with substantial community savings. The ad conveys ingenuity and corporate responsibility by targeting social inequality and climate change issues while promoting brand awareness.
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