It’s easy for a company to put their new brand message out into the world. But to get people to live and breathe it is far more powerful. To help L.L.Bean launch its new campaign, Be an Outsider, we took an ad out in the New York Times on the first day of fall. But this wasn’t just any old newspaper ad. We used photochromic ink that was activated by the sun, which meant it could only be read outside. By convincing people to physically take our ad outdoors, we got them to truly understand what it means to Be an Outsider, helping them see the 150-year-old brand in a whole new light. I wrote the manifesto, which still hangs on the walls of their flagship store in Freeport, ME.