Creative: New Campaigns

Takeit Outside: L.L. Bean And Mullen See Nature In A New Light
Images of snowcapped peaks and raging rivers often inhabit ads for outdoor products. But in a branding campaign for L.L. Bean, Mullen chose to bypass the extreme-adventure shots for a kinder, gentler outdoors.
“It’s the outdoors with a small ‘o,'” says creative director Edward Boches about the Wenham, Mass., shop’s first work for the Maine retailer since landing the business last June. “It’s the outdoors that’s right outside your kitchen window, not the outdoors four miles deep in the woods.”
The estimated $15 million print and TV campaign, shot last December in New Zealand, introduces the tagline, “Start here.