Brief:
Reposition the National Trust away from its current perceived image: make it relevant to the modern visitor, in particular the 25-40 age group. Put the Trust firmly at the center of a drive to re-establish the importance of place in our lives.
Print:
Giving the audience a new perspective of the conservation charity. The ‘Reconnect’ campaign is aimed towards the busy commuter. Using a slightly less conventional route to attract the new target audience to reconnect with nature by suggesting making use of the outdoor activities the National Trust have to offer.
Experiential:
Through installations that would be placed in transportation hubs around the country, to urge people to 'take a different seat' and a therefore a different mindset towards the National Trust. Encouraging people to make use of the Trust in order to reconnect with a different, and perhaps less appreciated environment.
D&AD 2014 Nomination: Wood Pencil
