To introduce the world to its new tagline, "Be an Outsider," outdoor goods and apparel retailer L.L. Bean created a full-page newspaper ad that can only be read outdoors.
From the indoors, the paper advertisement only reveals text that says: "Just bring this outside," along with a smaller block of text below that reiterates: "no, seriously. Take this outside." Once a person has done so, the ad comes to life under the light of the sun, revealing a manifesto on the many joys of being in the great outdoors.
The ad was created with photochromic ink, which is coloress indoors, yet visible when exposed to ultraviolet light. The L.L. Bean newspaper advertisement recently ran in an issue of The New York Times.
What Makes This Trend Stand Out
- Sunlight-activated Advertising
- Creating outdoor ads that can only be read under sunlight using photochromic ink.
- Interactive Newspaper Ads
- Developing newspaper ads that require audience participation to reveal the full message.
- Nature-inspired Marketing
- Using the beauty of nature to inspire and promote outdoor lifestyle products and services.
Sectors Adopting This
- Advertising
- Opportunity for agencies to create innovative and attention-grabbing outdoor ads for clients.
- Print Media
- Chance to incorporate interactive features to traditional print advertisements to increase audience engagement.
- Outdoor Lifestyle
- Incorporating the message of embracing nature in marketing strategies can help boost the sales of outdoor goods and apparel.
