L.L.Bean

With everything from polo shirts in colors like “butter” to a nice selection of throw pillows, L.L.Bean had lost its defining connection to the outdoors. The challenge was to credibly re-establish that authentic bond, all while featuring lounge-inviting Adirondack chairs on one page of a catalog, to gear for hanging off the side of a mountain on another.

The solution – embrace the outdoors as a place defined by people on their own terms. A place that provides inspiration and rejuvenation in many ways, regardless of age, activity, or VO2 max.

That was thinking behind Start here. Go anywhere. An idea expressed and experienced in many ways, including inspiring ad campaigns, reissues of iconic products with updated features for new outdoor adventures, free-for-the-taking welcome mats positioned at park entrances to usher in the first day of Spring, products that shipped with zip code based “where you might want to go with it” suggestions, a credit card that earned “Go anywhere.” points, and more.