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By Natalie Mortimer, N/A

July 25, 2014 | 2 min read

The National Trust has created a series of online videos to bring to life its annual ‘50 things to do before you’re 11 ¾’ summer campaign, which sees the charity shake off its traditional positioning.

The Nature Misses You videos, created by digital agency Jam, takes a tongue-in-cheek approach to attract families to spend more time outdoors.

Featuring birds that want to be watched, caves that want to be explored and ‘rudeboy’ caterpillars that want to make new friends, the films will launch on YouTube and be supported by content on Facebook, Twitter and Instagram.

Luke Norton, creative at Jam, who worked on the campaign told The Drum that the brief from the National Trust was to produce something that the public wouldn’t necessarily associate with the charity.

“They wanted us to challenge them and they weren’t coming to us for something traditional and very warm and wholesome. They wanted something unexpected off the back of their new brand positioning last year which was the first step into the National Trust becoming more contemporary, looking cooler, feeling more relevant and less like a dusty stalwart of British culture. They wanted this interactive, reciprocal relationship between people and places.”

Norton added that the campaign is is based on the idea that the National Trust wants to get kids and families to spend more time outdoors, but communicate the idea that it’s not anti-technology but rather ‘pro nature’.

National Trust

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Deep Focus London

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