LL Bean: Be an Outsider by The VIA Agency

Heritage outdoor clothier LL Bean is urging residents and commuters in Boston to ‘Be an Outsider’ with a takeover of the city’s busy Back Bay Station. During the month-long campaign, over 160 units including 20 digital units urging people to enjoy the outdoors will greet commuters as they go through the station.

The retailer worked with the Via Agency to put together the campaign, and it’s one that will also appeal to fans of Boston’s biggest events – the Boston Marathon and the Red Sox opening day.

The 'Be an Outsider' ads draw connections between commuting and getting outside in a fun and playful way. Doing a takeover in Boston makes sense for the decidedly New England brand.

The Red Sox opening day ads will point out that “Sox and boots belong together,” and feature photos of Fenway stadium with the Red Sox pair of socks logo and Bean boots, bringing together two iconic New England brands.

Another set of creative for the Boston Marathon declares the retailer’s famous Bean boots “the official spectator shoe of marathons everywhere” and encourages runners to slip into some of LL Bean's cozy Wicked Good slippers after they cross the finish line.

In addition to the physical ads throughout the station and at the turnstiles, the campaign encourages people to interact with the campaign through Foursquare by having them click to find the closest public outdoor space to them through geotargeting.