ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Press / Newspaper - Single
Annual ID
ADC_ADV18092M
About the Work
For the first time in decades, L.L.Bean was about to launch a new campaign that repositioned the brand around the shared joy of being outside. As strategic inspiration for this campaign, we developed a manifesto that was never meant to be consumer-facing. But they fell in love with it and asked us to run it as an ad. Lots of brands have manifestos — and, frankly, putting them into advertising isn’t all that interesting. So our challenge was to figure out how we could share this one in a format unique to its message and make the average customer understand what it means to “Be an Outsider.” Our solution? Take a full-page ad in the New York Times, print our manifesto using photochromic ink that’s invisible until exposed to UV rays from the sun, and invite people to (quite literally) see L.L.Bean in a new light.
2018 Awards
Total Points: 2
Merit Honor
Credits
Agency
The VIA Agency / Portland
Production Company
Quad Graphics / Woburn
Media Company
MullenLowe Media Hub / Boston
Art Director
Morgan Gelfand
Chief Creative Officer
Greg Smith
Creative Director
Teddy Stoecklein
Amos Goss
Lauren Croteau
Producer
Brittany Charette
Product Manager
Duane Holmblad
Agency Producer
Jennifer Klumas
Content Strategist
Dan Bailin
Moya Fry
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