Sunlight Ink Ad / L.L.Bean
Submitted By Lauren Croteau
To launch L.L.Bean's Be an Outsider Campaign, we took a full-page ad out in the New York Times on the first day of fall. The catch? It was printed using a special ink that was invisible until exposed to sunlight - meaning people literally had to step outside to read it. Because it's one thing to put your brand promise into an ad - and a whole other to allow people to experience it for themselves.
L.L.Bean is a 150-year-old brand with a mission of getting more people outside. Problem was, their sales were flat, their core customers weren't getting any younger, and their wide range of products were no longer relevant to a new generation of customers. What they needed was a reboot. A brand new way of doing business that invited people to discover their inner outsider - and see the brand in a whole new light.
VIA partnered with CTI Inks in Colorado, and printed the ad using photochromic ink which is colorless indoors, but becomes visible when exposed to the sun's UV rays. The ad was groundbreaking for the category, using a traditional medium in a modern way to help people experience what it means to "Be an Outsider".
The VIA Agency
Innovative Use of Media