18 Feet & Rising’s new advertising for the National Trust focuses on its role looking after and championing the special places that the nation loves.
18 Feet & Rising has created a strong visual campaign which encourages the public to share their love for those places which hold a special place in their hearts.
The campaign, which will run across press, OOH, and digital, shows the iconic National Trust oak leaf as a symbol of love - an alternative to the heart in the vein of the popular 'I heart NY' imagery.
Each execution is a statement of an individual's love of a place, whether it's an 11 year-old catching butterflies at Wicken Fen or a 14 year-old getting to the top of a hill before his dad at Stourhead. Each story is authentic, with no models or fake names, and a social element invites the public to get involved, along with celebrities, volunteers and staff.
The campaign hopes to galvanise the nation into sharing their experiences of special places and to encourage people to return to places that hold happy memories.
The campaign aims to steer public perception away from National Trust locations as being a 'look but don't touch' visitor experience, and instead show that these are places for creating hands-on memories.
Clare Mullin, Director of Brand & Marketing at the National Trust commented: “This country is full of places that take your breath away and make you happy to be alive, be it stretches of coastline, gardens or historic houses. Our 2013 campaign will look to highlight this and provide people with the means to share their love of special places with us and the nation.”
This activity follows on from the National Trust's recent 'Planning Campaign', which saw the UK conservation charity put pressure on the government to rethink planning frameworks and save special places across the nation.
Behrad Taherparvar, Head of Design at 18 Feet & Rising added: “It's great to be able to work with a mark as iconic and treasured as the National Trust's oak leaf and to be able to use it to its fullest within the campaign. We see this as the start of a new journey for the brand.”
Creative Director: Behrad Taherparvar
Art Directors: Behrad Taherparvar & Noreen Khan
Copywriter: Behrad Taherparvar
Strategic Business Lead: Katherine Grenville-Jones
Agency Producer: Emily Hodgson
Photographers: Josh Cole, Naomi Goggin, Caroline Irby, and Arnhel de Serra