Coors Light

Ads that no one can see, but everyone can feel

DDB Chicago, NORD DDB, adam&eveDDB | Coors Light

Unexpected: Black roofs can get up to 170 degrees on a hot day affecting everyone who lives under them. Painting roofs with a special reflective white paint reduces the absorption of solar radiation while lowering the internal temperature of buildings.

To draw attention to the cooling benefits of using these reflective paints, DDB Chicago, Nord DDB and adam&eveDDB created the world’s first out-of-home advertising campaign that no one can see but everyone can feel for Coors Light. Each roof was painted with a different message to raise awareness around the benefits of these reflective roofs – including reducing the need for AC and lowering cooling costs.

Works: More than 36,000 sq.ft. of roofs were painted – the equivalent of 90 average-sized billboards, helping cool down 96 apartments, and reduce energy use across Miami.


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