L.L.Bean’s first campaign from new agency of record Doner encourages people to “Be An Outsider in the City,” and aims to celebrate the simple moments spend outside in the city as well as highlighting the benefits of experiencing the fresh air.
The campaign reaches city-dwellers through a variety of disruptive advertising assets, including building projections, sidewalk stencils, and custom branded benches. Situated in strategic, contextually relevant locations, each element highlights the many benefits of spending more time outdoors.
The design takes inspiration from field guides, evoking a feeling of the outdoors by combining headlines with simple outdoor iconography.
The effort also highlights two long-term L.L.Bean partners. It spotlights The National Park Foundation by offering guidance on opportunities to experience parks within cities and The Trust for Public Land by sharing stories of park projects both partnered on over the past several years.
This campaign also launches in tandem with the brand’s newest partnership with the Boys and Girls Club of America; L.L. Bean will help the organization build an outdoor curriculum, bringing team-building and leadership development activities to select clubs through their Outdoor Discovery Programs. The retailer recently published a 2020 year in review on its site, which speaks to L.L. Bean’s giving impact and more.
The campaign will run across organic social with influencer and brand partnership content, dedicated campaign website, and email communications, with all OOH elements appearing in Boston and Chicago starting this week.
Team Credits:
L.L.Bean
Kathryn Pratt, Director of Brand Engagement
Michele Martin, Senior Manager, Brand AmplificationDoner LA
Jeb Blatt, Chief Growth Officer
Jason Gaboriau, CCO
Lauren Prince, President
Perry Cottrell, SVP Director of Client Service
Sara Schwartz, SVP Brand Leader
Eddie Moraga, VP Strategy
Mallory Hern, Associate Design Director
Ryan Sims, ACD
Lauren Geschke, ACD
Hana Jeon, Senior Designer
Alex Gunderson, Art Director
Katie Stone, Copywriter
Sarah Elise Schwartz, Account Executive
Julian Smith, Director of Digital Production
Scott McDonald, Digital Producer
Ron Sheffield, SVP, Director Print & Digital Services
Kathryn Lyons-Urbanek, Art Production Supervisor
Doug Thomson, Integrated Production Print Supervisor
Matt Sommerfield – Retouching Studio Supervisor
Tyler Osgood – Retoucher
Greg Parsons, Production Designer
Paul Brown, Proofreader
Sharon Remington, ProofreaderAssembly/EnPlay
Lauren Barbara, Partner
Sarah Podziomek, VP Associate Director
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