L.L. Bean Urges City Folk To Get Outside More In New Campaign

L.L Bean is out with a new OOH and digital campaign from its new agency of record, Doner that encourages city people to get outdoors. 

The companies cite research that interest in being outside grew by 20% over the past year, which shouldn’t come as great surprise given the amounts of time most people spent in lockdown during the pandemic. 

The campaign, titled, “Be An Outsider In The City,” reaches people through a variety of OOH assets, including building projections, sidewalk stencils, and custom branded benches. Messages highlight the benefits of spending more time outdoors.  The campaign’s 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: The National Park Foundation and the Trust for Public Land. 



In addition to OOH placements—which launched in Boston and Chicago this week--the campaign will run across organic social with influencer and brand partnership content, a dedicated campaign website, and email communications. 

The campaign 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 Bean’s Outdoor Discovery Programs.


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