Rainier needed a new campaign to honor their classic light lager and announce their new, even lighter lager.
We mined the archives and found the perfect metaphor for Seattleites and their beer—then and now. 80’s Rainier ads saw the life-size beer frolicking free in the wild. But just like Seattle has since caved to tech giants and corporate ladders, so had it’s beer. Enter the Rewilding Squad: Here to bring your beer back to the wild—and inspire you to do the same.
Our brand campaign also had to launch the new Rainier Summit. So to fit with our Rewilding theme, we didn’t just announce the new beer—we hatched it. Our 5-day livestream included skits galore, real-time fan engagement and some cameos from Seattle’s most iconic celebs.