L.L.Bean wanted to continue the success of their ‘Be an Outsider’ with an integrated summer campaign that targets people living in urban cities and reminds them that the great outdoors is literally just outside their front door. Our objective was to inspire people to experience the restorative power of being outside in the city. Each piece of media congratulated our audience on what they were doing in that very moment, balancing quippy headlines with evidence-based factoids, educating the public on the ways simple outdoor tasks improve health and happiness.
