Summer sun equals blistering temperatures and skyrocketing energy use as people turn up the air conditioning to cool down. Helping tackle the heat, a new ad campaign by Coors Light switches from billboards to 'chillboards' to highlight the benefits of covering roofs in reflective white paint. By reducing absorption of the sun's rays, white roof coating can lower surface temperatures by up to 50 degrees Fahrenheit.
For its 'advertising campaign that no one can see but everyone can feel,' the beer brand worked with mural artist Andaluz to design a typeface that would cover as much surface area as possible — as much as 95% of a rooftop — and maximize the cooling effect of its ads. Andaluz and his crew painted 12 Miami rooftops in 6 days, covering a total of 36,000 square feet and helping cool down 96 apartments. The chillboards all feature different messages that highlight their cooling effect, like "This ad chills internally" and "Refresh your roof."
Coors Light is also giving consumers the opportunity to lower the temperature of their own homes — it's giving away 5,000 gallons of reflective white paint via Instagram and Twitter.
