Outdoor apparel company LL Bean has ran an enticing print campaign with a manifesto that is only fully revealed in sunlight, the work ran as a full page ad in the New York Times last week.
Echoing the brand’s efforts to get its customers venturing out into the great outdoors and its new ‘Be an Outsider’ tagline, Portland’s VIA agency developed the copy for the ad using specialised photochromic ink, reports AdWeek.
When read indoors, away from UV exposure, the copy reads ‘Just bring this outside”.
When brought outside, the above copy is incorporated into an, almost constitutional in style, ledger which reads as follows:
Welcome to the outside
Where there are no strangers
Only friends you haven’t met yet
Where days have names
Like beach, snow and bluebird
And where the smell of a campfire
means you are in the correct place.
You don’t need a passport to come here
An invitation to play here
Or a membership to be here.
Just step outside your front door and you’ve arrived.
You can forget your age, your worries, even your bathing suit.
Just don’t forget to bring your friends.
It doesn’t matter where you cam efrom
Only that you come often.
So wherever you are, join us.
Because on the insider, we’re all outsiders.
And if it’s outside, we’re all in.
Be an outsider.
It is reported that the manifesto was created before the creative delivery method was conceived.
Here's a video of the ad in action.
— L.L.Bean (@LLBean) September 22, 2017