Rainier Beer: Remember Rainier

(Courtesy of CA Annual.) “What do you do when the only thing the public likes about your brand is its past? You ask people to Remember. And Cole & Weber did just that with a campaign that integrated a 30-minute TV show (pitched to and bought by UPN), live-action theatre, a recreated Seattle landmark, a Web site, all sorts of traditional media including :30 TV spots and a press kit that helped frame a news story so incredible it couldn’t have been scripted.”

(Courtesy of CA Annual.) “What do you do when the only thing the public likes about your brand is its past? You ask people to Remember. And Cole & Weber did just that with a campaign that integrated a 30-minute TV show (pitched to and bought by UPN), live-action theatre, a recreated Seattle landmark, a networking website, all sorts of traditional media including :30 TV spots and a press kit that helped frame a news story so incredible it couldn’t have been scripted.”
 
Awards: Remember Rainier won the Hybrid category of the Art Directors Club of NY (which included Content and Contact, Integrated and Non-traditional advertising.) It also went on to win the National Best in Show at the Addys, AICP/AdAge Battle of the Brands and the Yahoo! Big Idea Chair Award.
 
See the case study at Director Wyatt Nuemann's vimeo page: http://vimeo.com/27861538
 
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