L.L.Bean's new work only appears in the rain

It teamed up with AOR The VIA Agency as part of its "Be an Outsider" campaign.

Your unexpected word of the day is "hydrophobic."

Definition: tending to repel or fail to mix with water.

The VIA Agency knows all about it after they used hydrophobic technology for experiential work with L.L.Bean. 

Stephen Davis, creative at The VIA Agency, said: "L.L.Bean is always looking for surprising ways to invite people to get outside, regardless of what the weather is doing. We stumbled upon this awesome hydrophobic technology we had never seen before and thought it was perfect because it was spontaneous, it sparks joy, and it only works outside!" 

The team used the spray to create a hopscotch in Boston’s Seaport Courtyard and outside the clothing brand’s flagship store and headquarters in Freeport. 

The catch is that it only appears in the rain. This move is to drive L.L.Bean’s "Be an Outsider" campaign.

Creative Chris Avantaggio added: "We had never worked with this hydrophobic technology before so it required some time in the sandbox. We tested various template substrates, multiple surface types and scouted for ideal locations. The finished product looks simple but it took a lot of prior planning."

It is hoped the work will get a chance to shine today for the first time as heavy rain is forecast over the East Coast. 

Subscribe today for just $89 a year

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events

Become a subscriber

GET YOUR CAMPAIGN DAILY FIX

The latest work, news, advice, comment and analysis, sent to you every day

register free