New Work: L.L.Bean “Discover Something” Campaign

After a century spent outside, there’s one thing L.L.Bean can guarantee: You see something new every time you step outdoors. From large to small, it doesn’t matter if 1,000,000 people have been there before you, finding spectacle in nature is a discovery. This campaign celebrates that notion with the iconic use of the planting of a flag. Our customers share their “discoveries”— stories of what they’ve found in the outdoors, and they inspire others to join them. From the closeness of a backyard to the summit of a mountain, it’s all there waiting. And it will be as amazing for you as it was for the first explorers who set eyes upon it. Said simply, if you think there’s nothing left to explore, just get outside and find something new to discover. Media components include heavy online as well as in theatre.

Agency:  GSD&M
Launch Date: 4/13
Group Creative Directors: Jay Russell
Assoc Creative Director AD: Barry Brothers
Assoc Creative Director Writer: Jake Camozzi
Art Director: Michael Griffith, Stuart Knowlan, and Madeline DeWree
Writer: Reagan Ward, Tyler booker, and Tim Yuen
Studio Art: Trish Maynard, Dylan Reece, Jennifer Smith
Developers: Kim Faulkner
QA: Amy Hall
Senior Producer: Alison Wagner
Digital Producer: Teresa Villasenor
Project Manager: Dana Leddy
Director: Josh Hayward
Prod Company: Digital Kitchen
Editorial: Digital Kitchen: Brian Cole, Shawn Fedorchuck and Slavka Kuehn.
Art Buyer: Marilyn Rose/Alison Wagner
Business Affairs Supervisor: Jaqueline Djanikian
Account Service: David Hughes, Elizabeth Perez, Nadia Elias
Marketplace Planning: Elizabeth Thompson
Music: HUM

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