Sled-racing firefighters and paddleboarding toddlers

Leaning into the insight that time outside always goes best with good company, we developed a comprehensive campaign rooted in a strategy of shared joy and togetherness. This strategy informed creative output across all channels, and served to differentiate L.L. Bean for new customers, while continuing to strengthen the brand among their legions of current fans.

Working in conjunction with L.L. Bean’s internal creative team, we developed a full slate of executions to bring our concept to life across a variety of mediums and channels. We launched our integrated concept with a series of fun, energetic videos featuring social media influencers bringing their families together to share outdoor activities both familiar and new. The goal was to showcase both the joy and the relatable moments of challenge that contribute to the full richness of the outdoor experience. By using influencers and their families as the talent for the content, we were able to expand both the content creation and the distribution and reach for the project.

We complemented this video series with a full slate of informative and accessible written and social content designed to ensure readers were able to make the most of their time outside, as well as find the best places to experience popular outdoor activities. Using search engine data, we were able to identify seasonally relevant hot topics for our target audience, and craft content that was both eye-catching yet also informative and educational.

As our campaign evolved into the winter, we stuck with the same themes and point of view around social bonds formed through the outdoors, producing two short documentary videos highlighting unique and inspiring ways that communities rallied together outside for a common good. With their emphasis on community service, shared joy of the outdoors, and everyday heroes making a difference, these videos were the perfect complement to our previous work, and provided a perfect opportunity for L.L. Bean to demonstrate its unique perspective on the outdoors.