L.L. BEAN

‘Be an outsider in the city’

 

You don’t have to be “outdoorsy” to be “outsidesy”.




It’s easy to think that “fresh air” can only be found in the woods. But the majority of Americans live in cities, AND their day-to-day reality is more concrete jungle than canopied forest.

Rather than focusing on the traditionally “outdoorsy” types, we zoomed out to focus on urban inclusivity, netting L.L.Bean a whole new audience from walks of life who may not have access to trails and rapids. For the first time in L.L.Bean’s 110-year history, we celebrated the ways city dwellers are already going outside, reminding them you don’t have to be the “outdoorsy” type to be the “outsidesy” type.

 

We placed clean graffiti and wild postings along popular sidewalks for pedestrian commuters, shoppers and sightseers. Benches beckoned coffee shop goers to “have a shot of sunlight with their coffee.” Large-scale projection animations showed nighttime pedestrians how fresh air benefited their bodies.

And while we celebrated city dwellers’ every footprint, we left none of our own. These guerrilla techniques were incredibly low waste, using only water, light and compostable paper, and were created mindfully to fit into the city’s inherent culture.

 

L.L.Bean did not push any single line or product. Instead, we uplifted the sort of behavior that improves mental and physical health, building goodwill and creating a new strategic focus.