D&AD New Blood 2014 submission. The brief was to re-astablish the National Trust at a new audience. 

 

The ‘National Trust Rocks’ aims to confront the perceived stereotypical National Trust visitor by injecting attitude and humour into the campaign. The intention is to engage a new audience whilst still engaging those who visit regularly. Using printer matter and social media the campaign presents the National Trust as a mash-up of day-tripper traditions (flasks,picnics etc.) and festival/gigging goers (wellies, festival stamps etc.).