L.L.Bean | Be an Outsider
L.L.Bean has been a beloved brand for decades. The problem? It’s core customer was aging, and their products weren’t relevant to a younger generation. They needed to reposition themselves as more than catalog that sat on your grandparents’ coffee tables, but as a brand that showed all the possibilities that their products enable. Be an Outsider became not just a campaign, but a rallying cry to join the most inclusive club in the world: the outdoors.
Brand Spots
The Pitch
The Race
The Good Morning
The Intro
The invisible ink ad.
We made an ad that you physically had to step outside to see. Using photochromic ink, the text appeared only when exposed to sunlight. I wrote the manifesto copy - which appears in the ad and still hangs on the L.L.Bean walls today.
Social & Digital
Experiential & OOH
