After the COVID-19 pandemic completely upended the world in 2020, we went into 2021 hoping for some kind of return to normalcy – to reconnect with the people, places and activities we missed. At L.L.Bean, we approached our 2021 holiday campaign as an opportunity to help people give, freely and fully, and share the simple joys that we feel from spending time with the people we love. Because giving is an act of joy, and joy is best when it’s shared.
I was one of the lead copywriters in the creation of our creative campaign toolkit: a one-stop shop for our creative and marketing departments describing the campaign sentiment and goals, and providing a suite of copy and design elements to be used across channels and platforms.
When I was writing our digital ads for banner exposures, native placements and paid social, I focused on the moments that L.L.Bean products enable: cozier nights in, timeless traditions, comfort and joy, and so on. These ads were an opportunity to reinforce our message that giving is a joyful, enabling act for the giver and the receiver.
With a team of copywriters and designers, I helped develop our 2021 broadcast ad, “A Man and His Dog” (:30/:15/:06) – a touching, playful demonstration of the idea that we find joy in giving the ones we love the perfect gift (even if they didn’t know how to ask for it).
We continued the campaign on our social media channels, focusing on the idea of giving and enabling moments – the gift of cozier nights in, of warmth, of time outside together – and utilizing user-generated content.
We also gave the gift of some moments of surprise and delight with behind-the-scenes footage and bloopers from the production of “A Man and His Dog.”