Coworking and a 106 year old company: what could they have in common?

In a newly launched campaign,106-year-old retailer LL Bean is encouraging office workers to spend a day outdoors. This is part of the brands “Be an Outsider” campaign introduced last fall.  Office workers are urged to spend a day taking their calls and computers beneath the sunny sky (or rain clouds).

“We want to enable and inspire many of our outdoor enthusiasts to get outside,” says Chris McDonough, chief sales and brand officer at Freeport, Maine-based LLBean, noting that the campaign aims to make the outdoors approachable.

The retailer worked with brand experience agency Jack Morton Worldwide, workplace strategy expert Leigh Stringer and coworking company Industrious. In addition to New York, the experience will be replicated in Boston, Philadelphia and Madison, Wisconsin later this summer. Jack Morton offices will also participate.

A nearly two-minute-long anthem video, seen here, for the push asks “What if open floor plans were truly open?” and touts the importance of the outdoors for creativity, productivity and happiness. The brand plans to promote the effort via social media; it will also release an e-book with tips on how to work outside. The effort is part of the “Be an Outsider” tagline created by LLBean’s agency the Via Agency last year.

Check out the video here:


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