The Rainier R towered over Seattle for years, an icon representing the region’s most loved beer. Then everything fell apart. The brewery closed. The R got crammed into a leaky warehouse. Thirty years later the beer came back. We redid packaging, did television and hosted a web drive to restore the R where fans found 200 ridiculous challenges. With each challenge completed, Rainier paid to light a bulb on the old icon. Eventually, thousands of challenges were attempted and hundreds of thousands helped the cause on social media. Within weeks, the restoration was funded and the brand was rebuilt.