jon novak
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l.l.bean pitch

llbean pitch

 

This is some of the pitched-and-ditched work vying for L.L.Bean’s creative agency-of-record contract. While we did in fact win the account — with what the client called “the most impressive creative presentation he’d ever seen” (mind you, he’s manned the helm of some of the largest corporations in the world) — a lot of great work ended up casualties of the greater cause. This is their story.

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 Billboard concept that gave people directions to a nearby location from that spot.
 Billboard concept that gave people directions to a nearby location from that spot.

These billboards get people outside by featuring nearby outdoor locations with directions to get there. People can then take a picture with their phone and use it as a map to “get there.”

 
 Billboards as installed in Back Bay subway station, Boston.

This idea was kept alive and later developed and executed as part of the Be An Outsider campaign.

 
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Early on in the pitch I had an idea to make an ad that would appear only when it was outside. After we won the account the idea was revived and the client went for it. It was a huge success gaining tons of media attention. The ad appeared in the NYTimes and was covered by media outlets all over the interwebs including The Boston Globe, USA Today and CNBC. Adweek even named it among the best print ads of 2017.

 

 
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