Coors Light rooftop ads cool homes in Miami

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Chilboards can reduce roof temperatures by up to 50 degrees. The buildings below also cool considerably, so residents don’t have to run their air conditioners on full blast.

“Our thinking was, what if our ads could chill communities as much as our beer? says Marcelo Pascoa, vice-president of marketing for the brand. “We like to test the limits of our advertising. Most brands wouldn’t put billboards in places where people can’t see them. But Coors Light did. Our motivation was to raise awareness of this simple energy-saving tip and help cool Americans at the start of the hottest season of the year.”

As part of the activation, Coors Light is sharing the cold by donating 5,000 gallons of white paint.

“We realize that not everyone can paint their roof white,” says Pascoa. “But through this program, we hope to inspire people to make choices that reduce home energy use and cooling costs.”

The timing of the campaign seems opportune, with a spring heat wave poised to remind people of the costly and potentially deadly impact of climate change.

CREDITS

CUSTOMER: Molson Coors, Coors Light
CMO: Michelle St. Jacques
GLOBAL VP, MILLER BRAND FAMILY: Marcelo Pascoa
MARKETING DIRECTOR: Chris Steele
ASSOCIATE MARKETING MANAGER: Alex Vertrees
PUBLIC RELATIONS OFFICER: Amber Dutra

AGENCY
CREATIVE AGENCY: DDB Chicago, NORD DDB, Adam&EveDDB,
CHIEF CREATIVE DIRECTOR, DDB WORLDWIDE: Ari Weiss
CREATIVE DIRECTOR, DDB CHICAGO: Rodrigo Jatene
CREATIVE DIRECTOR, ADAM&EVE DDB: Rick Brim
EXECUTIVE CREATIVE DIRECTOR: Colin Selikow
]CREATIVE DIRECTOR, NORTH DDB: Simon Higby
CREATIVE DIRECTOR, ADAM&EVE DDB: André Sallowicz
ASSOCIATE CREATIVE DIRECTOR, NORTH DDB: Tim Fremmich Andresen
ASSOCIATE CREATIVE DIRECTOR, NORTH DDB: Anders Kure
ARTISTIC DIRECTOR, ADAM&EVE DDB: Borja Iciz
COPYWRITER, ADAM&EVE DDB: Jess West
JR. ARTISTIC DIRECTOR, DDB CHICAGO: Lane Hedler
JR. COPYWRITER, DDB CHICAGO: Ken Bates
EXECUTIVE DIRECTOR, DDB CHICAGO: Andrea Diquez
SVP, GROUP ACCOUNT MANAGER: Kiska Howell
ACCOUNTING DIRECTOR: Julie Crimmins
ACCOUNT SUPERVISOR: Dee Dee Morrow
ACCOUNT MANAGER: Raneen Onallah
DIRECTOR OF STRATEGY: Milo Chao
GROUP STRATEGY DIRECTOR: Baxter Holland
PRODUCTION MANAGER: Matt Blitz
GROUP EXECUTIVE PRODUCER, EXPERIENCES: Rock Darlington
EXECUTIVE PRODUCER: Adine Becker
PRODUCER: Loreta Dilaveri
DIRECTOR OF COMMERCIAL AFFAIRS: Jillian English
TALENT MANAGER: Chris Quinn
PROJECT MANAGER: Tabor Theriot

PRODUCTION COMPANY: HELO
DIRECTOR: Free Richardson
CO-FOUNDER/PARTNER: Brendan Kiernan
CO-FOUNDER/PARTNER: Justin Moore-Lewy
MARKETING DIRECTOR/PARTNER: Rupert Samuel
EXPERIENTIAL CREATIVE DIRECTOR / PARTNER: Tom Webster
EXECUTIVE PRODUCER: Mercedes Allen-Sarria
EXPERIENTIAL PRODUCER: Gabrielle Brattole
STREET ARTIST: Efren Andaluz III (Andaluz the Artist)

DESIGN AGENCY: NORD DDB ID Coph

EDITORIAL: Whitehouse Post
PUBLISHER: Brian May
PRODUCTION MANAGER: JoJo Scheerer
EXECUTIVE PRODUCER: Caitlin Grady
LEAD PRODUCER: Ryan Smith

HIS
AUDIO POST: The works
AUDIO MIXER: David Axelbaum

HOUSE OF MUSIC:
CEO/CCO: Joel Simon
VP/EXECUTIVE PRODUCER: Jeff Fiorello
LEAD PRODUCER: Norm Felker
LEAD PRODUCER: Andrew Manning
PRODUCER: Sharon Cha
CO-COMPOSER: Jason Krebs

POST PRODUCTION
COLOUR: Carbon
PRODUCTION MANAGER: Tia Perkins
CREATIVE DIRECTOR: Ian Bradley
PRODUCER: Adriana Wong
COLORIST: Bree Brackett
COLOR ASSISTANT: Zoé Lambert
COLOR EP: Laurie Adrianopoli

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