Pabst, owner of Seattle beer brand Rainier, has teamed up with MOHAI (Seattle's Museum of History & Industry) and local agency Wexley School for Girls to "Restore the R" to the brand. The "R" in question is a once-iconic 12-foot high, red, illuminated R, which used to sit atop the brewery tower in the city. Years after the brewery changed hands and it went into storage, MOHAI has decided to resurrect it.
To get the local community engaged, Rainier and Wexley created "RestoreTheR.com", a site where people can get involved in the campaign taking part in a series of challenges. Participants need to capture their submission and upload the evidence to the site. Each time a worthy challenge is completed, a light bulb in the "R" will be lit. Wexley has also created a video, shown here, as a call-to-action.