18 Feet & Rising’s new advertising for the National Trust focuses on its role looking after and championing the special places that the world loves by encouraging the public to share their love for those places which hold a special place in their hearts.
The print campaign, 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 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.
Credits
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
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