L.L. Bean

Start Here, Go Anywhere

L.L. Bean aimed to reposition the brand to a younger, more affluent audience while increasing the database via catalog inquiries. This was done by promoting the relevance of the brand through aspirational images and including relevant products. The campaign succeeded in increasing web traffic by 70% and web sales 200%. At the same time, the average age of those making inquiries was lower, and the number of names acquired exceeded the goal.

Mullen,
Wenham, MA
Creative Director:    Edward Boches
Art Directors:         Greg Bokor, Libby DeLana
Copywriter:            Jim Garaventi
Photographers:      William Huber, Jim Erickson, Bruce Peterson