'Ads nobody can see but everybody can feel'

"Coors Light is Made to Chill," says the Colorado, US-based brewer. "Now our ads are too. We’ve made the world’s first ad campaign that turns roofs into billboards that help cool down 96 apartments." As temperatures soar, and are generally higher especially in urban environments, the use of air-conditioning has soared correspondingly, in turn leading to increased utility bills and environmental damage. The campaign draws attention to the fact that roofs painted white reflect the summer heats, reducing temperatures by up to 50 degrees Fahrenheit. Coors LIght has made a start in tackling the issue by painting white ads on rooftops of apartments that become over-heated, creating a win-win. “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,” says Coors. “We realize not everyone will be able to paint their roofs white, but we hope to inspire Americans to make choices that reduce energy usage and puts a few dollars back in their pockets.” The rooftop ads, which have different phrases like, 'Chillboards' and 'Ads Nobody Can See, But Everyone Can Feel', are written in the typeface 'coolest', designed to cover more than 95% of the surface space in reflective white paint." What do you think of this informative campaign to help solve the problem of over-heated housing and lend a cooling hand to our environment? Are you delighted by ad campaigns you don't have to look at? Do you like the positive community and/or environmental aspect? Or do you prefer to be entertained by ads, and want property owners to take responsibility for optimising their properties?

Keywords: Coors Light Chillboards, environmental campaigns, beer ads, over-heating, reflective white paint, unusual ads, Adam&EveDDB