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Are you a New York Times subscriber? Did you pick up a copy on August 22nd? See that ad that was (seemingly) mostly a blank page?

L.L.Bean debuted the latest installment of their “Be an Outsider” campaign with an ad printed in photochromic ink, a dye that appears invisible indoors but turns colors when exposed to ultraviolet light, i.e. the sun. The message to indoor readers was simple: “just bring this outside.” Outside L.L.Bean’s “Be an Outsider” manifesto appears.

“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 the smell of campfire mean’s you’re in the right place. You don’t need a passport to come here. An invitation to play here. Or a membership to belong 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 come from. Only that you come often. So wherever you are, join us. Because on the inside, we’re all outsiders. And if it’s outside, we’re all in. Be an Outsider.”

By removing itself from the digital advertising realm, although supported with digital ads and commercials, L.L.Bean made readers live their brand mission. They gave potential customers an experience from a simple sheet of paper.