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Rainier Beer, Year One

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(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.”
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  • (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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