NATIONAL TRUST

Reposition the National Trust away from it’s current image, and make it more relevant to the modern visitor.

National Trust (D&AD Entry)       Creative Team Charlotte Balmer, Tom Eccles, Raul Jimenez van Hoorn & Elisabeth Studentschnig       April 2014



Brief
Reposition the National Trust away from it’s current image of being only for pensioners. Make it relevant to the modern visitor. Remind people of the importance of nature.

Target Audience
Young city dwellers, aged 25-40.

Idea
Position the National Trust as an escape from busy, stressful, noisy life. It is the perfect remedy for stressed, busy city dwellers. “Escape the Daily Grind”.

Ambient – in tunnels, or confined spaces, we show a break in the wall through to a peaceful, green National Trust property.

Press Advert – shows a hole in the page leading to a National Trust escape.



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