Marketers are always looking for ways to bring their brand's purpose to life and outdoor retailer L.L.Bean gives us a perfect example of this with their full-page newspaper ad you can only read outdoors.
Using something called photochromic ink, which is colorless indoors but turns different colors when exposed to UVlight, they manage to execute a brilliant campaign.
Their tagline, “Be an Outsider”, appears in large lettering below, along with an additional entreaty: “No, seriously. Take this outside.” Readers who do just that will see the page come to life, with more text filling in the blank spaces, eventually revealing a whole “Be an Outsider” manifesto.
Who says you can't do cool things with print?