Monday Stir

By Erik Oster 

-Seattle agency DNA launched a social “Hibeernation Survival Guide” campaign for regional staple Rainier Beer designed to help the brand’s fans stay connected to the outdoors while stuck inside. As part of the campaign, DNA created this “Hibeernation Meditation” (video above), offering a “guided hike through the mountain in your mind.”

While clearly tongue-in-cheek, the effort is also meant to provide the kind of relaxation many need right now.

“This is a challenging time for creatives because there are executional limits and you need to be really sensitive to the cultural moment we are living through,” DNA president Chris Witherspoon said in a statement. “So while the audio meditation is clearly meant to be funny, it’s also filled with the sounds of babbling brooks, gentle breezes and chirping birds to give people that moment of zen that many are craving now.”


The campaign’s social elements will run across Instagram, Facebook and YouTube and features people enjoying outdoor activities at home, as well as curated lists of Pacific Northwest-inspired movies, books and music and a Mount Rainier Zoom background.

“When you have a brand that’s named for a mountain and a legacy for good times, it’s important to bring people ideas for lighthearted ways to enjoy the outdoors at a time when those activities are limited,” Nick Reely, vp, marketing at Rainier parent company Pabst Brewing said in a statement. “Hopefully, our take on Hibeernation activities inspires our fans to have a bit of fun, as well as a laugh. We could all use more of that in our lives right now.”

-72andSunny helmed a historic campaign bringing together professional sports leagues to honor the coronavirus pandemic’s “Real Heroes.”

-Utah-based agency The Harmon Brothers is giving away a $100,000 ad campaign to a business impacted by Covid-19 through its “100K Poop to Gold Giveaway.”

Facebook could be denied ad measurement accreditation due to efficiencies on how it reports on ad effectiveness.

-Local newspapers in the U.K. are struggling amidst dwindling ad sales.

-Digiday examines how the world’s biggest advertisers are spending (or not spending) during the coronavirus pandemic.