Chicago – American beer brand Coors is developing advertising that benefits the built environment. The company’s Chillboards are rooftop billboard installations that have been designed to cool down buildings using light-reflective paints.
The discreetly branded installations have been placed on top of residential buildings in Miami, where temperatures have begun approaching 90°F with alarming frequency. The Chillboards are painted with Mule-Hide Finish reflective white roof coating, which has already reduced the roofs’ surface temperature by up to 50°F, according to the company. ‘The science behind Chillboards is actually pretty simple, dark surfaces absorb sun rays, but specially formulated white coating reflects them, resulting in a cooler temperature,’ explains Marcelo Pascoa, vice-president of marketing for the Coors family of brands.
In the face of rising temperatures and soaring utility bills for amenities like air conditioning, the Chillboards highlight how advertising can enact positive change, something which we have previously explored in Civic Ads.
Strategic opportunity
Younger generations are suspicious of traditional forms of advertising. Instead of commercially driven billboards, take note from Coors and create advertisements that enact positive environmental change
