Being a brand that’s rooted in tradition comes with more than a few challenges—challenges like, say, staying relevant in an ever-evolving world.

But when iconic Maine fashion and apparel retailer L.L.Bean asked for our help on a campaign that would put their rich heritage on display, and simultaneously resonate with today’s consumers, we said no problem. Because Reimagining Legacy Brands is kind of our specialty.

Driven by insights around the downside of disposable fashion, ‘When’ communicates a message about what audiences really value—and successfully highlights the heirloom quality and timeless sensibilities of everything Bean puts its name on.