A D&AD campaign, to change younger peoples perception of the National Trust, and persuade them to visit the beauty they take for granted on their doorstop. I focused on my illustrating beautiful British wildlife escaping out of a smartphone to go with the caption ‘Nature Calling’, suggesting that people should answer to nature and go explore it!
I then expanded the campaign, using an ambient marketing technique. To integrate the campaign in to social media, I came up with the idea of having life size animal stickers in urban areas with their heads covered with the ‘Facebook Profile Picture’ silhouette with an ‘Add friend’ button and a unique name. The idea being that people searched for the animals name on facebook and friend requested them. Each animals personal profile then posts related content, motivating people to visit the outdoors and local National Trust parks near them.
Please watch the video below for a better explanation.
