D&AD New Blood Awards 2014 - The Rhythm of Nature

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NATIONAL TRUST

BRIEF

RECONNECT OUR RELATIONSHIP WITH NATURE AND BEAUTY

The brief was to reposition the National Trust away from its current perceived image and make it relevant to the modern visitor. The aim was to put the Trust at the center of a drive to re-establish the importance of place in our lives.

MY RESPONSE

The Rhythm of Nature

The rhythm of nature campaign invites people to change their everyday routines in favour of experiencing the uncomplicated beauty of nature. It aims to relate to people on a personal level, recognising the rhythm of everyday life and mirroring it in nature, offering a different and more exciting experience to what

people are used to.

In order to appeal to a younger audience some design elements, which may have previously been associated with the National Trust, have been avoided and replaced with a new simplistic style, reducing nature down to its basic and most beautiful form.

POSTERS

The campaign consists of a series of posters each depicting a scene from the National Trust archive which relates to an activity undertaken by people everyday e.g. waking up on a morning is mirrored in nature with

a sunrise. The graphic has been made by reducing the original scene to basic lines and altering them to depict rhythm. The italicised line of text changes on each poster, referring to the everyday activity and also to the scene being shown. In the order presented below the posters represent waking up, taking a shower, commuting to work, watching TV and climbing stairs.

POSTERS IN SITU

In order to maximise the effectiveness of my campaign, I have put the posters in places relevant to the everyday activity they are related to. The poster relevant to commuting has been placed on an advertising board on the London Underground, the poster relevant to taking a shower has been put in the showers of a swimming pool/gym, the poster relevant to watching TV is next to a train departure board for people to look at as they are viewing the screen and the poster related to waking up is beside a road on the way into a city for people

to see on a morning.

INTERACTIVE PRINT ADVERT

To accompany my poster campaign, I have created an interactive print advert, which would be printed in newspapers. The advert consists of a set of coloured lines with text on the page inviting the viewer to download a free app called the Rhythm Reader in order to interact with it. The range of adverts are linked to the range of posters in my campaign.

When the viewer downloads the app they can scan the lines on the page. The app then recognises the particular scene the advert is depicting and when the viewer swipes across the lines, they oscillate into the scene from the posters. The viewer can then find out information about that particular National Trust property and access many more using this app.