L.L. Bean will be taking over Back Bay Station in Boston for a month, beginning next week with a campaign from The VIA Agency.
Last fall, the agency launched the “Be An Outsider” campaign for the brand, and this latest iteration is designed to remind commuters to enjoy the outdoors.
During the next month, the 20-plus digital billboards included in the takeover will be swapped out twice to align with two of the biggest days of the year for Bostonians — the Boston Marathon and the Red Sox opening day.
In addition to the OOH ads throughout the station and at the turnstiles, there’s a microsite associated with the campaign that shows users the closest public outdoor space.
The Red Sox opening day ads will point out that “Sox and boots belong together,” and feature photos of Fenway Stadium with the team's logo — a pair of red socks — and Bean boots bringing together two iconic New England brands.
Another set of creative for the Boston Marathon declares the retailer’s Bean boots “the official spectator shoe of marathons everywhere” and encourages runners to slip into some of the brand’s cozy slippers after they cross the finish line.