Coors Light - Chillboards

DDB Chicago created an activation for Molson Coors that took out-of-home to a whole different level. Using a white paint that reflects 85% of sunlight, the ‘chillboards’ covered the area of 160 average-sized billboards, raising awareness of a global issue while helping one overheated community in Miami, Florida stay cool. A custom dynamic typeface was also designed to adapt to each roof, covering 96%. The activation was filmed and shared online so that, even if the ads were meant to be felt rather than looked at, the target audience could still see them.