A new brand engagement campaign for L.L. Bean titled 'Be an Outsider at Work' encourages audiences to take their work out of the office and into the street. The work, created by Jack Morton, launched the first ever outdoor co-working space with a kick off in New York City.
Research conducted by L.L. Bean shows that being outside boosts productivity, creativity and reduces stress but that work is seen as an inhibitor so the brand has combined the two so that time spent outside and carrying out our work aren’t mutually exclusive. Alongside collaborative workspace partner, Industrious, the brand is hoping to encourage people all over to spend more time outdoors during their day. The physical experience is a mobile outdoor workspace complete with individual work areas, conference spaces and even cycling desks that consumers can reserve or drop by to experience.
The event launched in NYC’s Madison Square Park and will visit Boston, Philadelphia and Madison, Wisconsin. The digital experience includes BeAnOutsideratwork.com with feature tips and inspiration for working outdoors alongside a video, e-book and infographic created alongside workplace strategy expert, Leigh Stringer.
Brand engagement - Jack Morton
Public relations - Weber Shandwick
Workspace partner - Industrious