Since their founding more than 100 years ago, L.L.Bean has been notorious for being the catalog that shows up on your grandparent’s coffee table. Problem was, their sales were flat, their core customers were dying, and they needed to become relevant to a younger, more diverse customer who valued getting outside with the people they love. What we created was more than a campaign; it was an open invitation to all - welcoming people to the world’s most inclusive club: the outdoors. You don’t need a passport to come here, or an invitation to play here.

Just step outside, and you’ve arrived.