Light beer is one of the most ‘established’ of categories. So when Rainier wanted to launch their new light beer, Rainier Summit, we knew we were taking on a crowded category full of brands with massive budgets. Luckily for us, Rainier Beer had a history of quirky ads featuring ‘Wild Rainiers’ roaming the Pacific Northwest wilderness, which fueled an idea that was built to cut through the noise. Taking a page from mesmerizing webcams of wild animal nests, we ‘hatched’ the new beer with a five-day livestream centered on a massive nest full of mysterious ‘R’ eggs and a doting human-sized eagle. We engaged fans daily on social to let them vote on which quirky characters visited the nest, before ultimately revealing the new beer on the last day – creating an epic launch that punched way above its budgetary weight.