This was a D&AD brief to shake off the dated image that The National Trust are associated with, and reconnect younger generations with the outdoors. 

The general view is that computers and phones are one of the predominant reasons that younger generations are spending less time outside. However, I believe that they could also be a vital way to reach that same audience and inspire them to visit National Trust sites. Social media has changed the way that we think about experiences, I also think that it could change the way that people think about the National Trust. 

 

Escape key is a key to unlocking the outdoors. The campaign slogan: ‘it’s better in real life’ encourages people to engage with the outdoors, whilst creating and sharing their own experiences.