The National Trust Celebrates 125 Years of Natural Beauty
To celebrate its 125th anniversary, the National Trust is launching a year-long campaign to inspire and connect people to their natural environment and help face down the nature crisis.
Launching today (January 9th), a 75-second film invokes the words of co-founder Octavia Hill and recognises that the human need for nature is more vital than ever. Encouraging people to take a step back from the noise and stimulation of modern day living and find a sense of calm, the spot quotes Octavia from 1883: “We all want quiet. We all want beauty. We all need space.” The work will run across online, social and print.
The campaign, created with Wieden+Kennedy London, is part of the National Trust’s fresh ambition surrounding its 125th anniversary, which will see it becoming carbon neutral by 2030. Stepping up the battle against climate change, the organisation will plant 20 million trees over the next ten years, create green corridors for people and nature near towns and cities and drastically cut the Trust’s carbon footprint.
The charity, which has more than 5.8 million members and almost 27 million annual visitors, will continue to connect people with nature and invest in arts and heritage.
Hilary McGrady, the National Trust’s director general, said: “For years the National Trust – its staff and volunteers - have been working to preserve and protect, to look after species in decline; to reintroduce species that we know are integral to caring for the natural world. Our next chapter will be about scaling this up.
“It will also be about helping millions of people to reconnect with nature and galvanising them to fight with determination and care, to save our common treasures.”
Tony Davidson, executive creative director, Wieden+Kennedy London, commented: “The National Trust was founded 125 years ago to preserve and protect land and historic places, for everyone, forever. Since then, modern day living has made it increasingly difficult to connect to the environment.
“The quote from founder Octavia Hill, which runs through the work, reminds us how we all need nature and is still as pertinent today as it was all those years ago. We wanted to bring people a sense of calm and remind them how it feels to be at one with nature.”
Client Name: Mark Scott, Rebecca Cogswell
Creative Director: Flo Heiss
Creatives: Derek Lui, Harry Ingrams
Executive Creative Directors: Tony Davidson, Iain Tait
Account Director: Ollie Pym
Account Manager: Preety Mudhar
Chief Strategy Officer: Ben Armistead
Planning Director: Sam Belt
Planner: Vincent Johnson
Producer (TV+Print): Rose Fairley
Design Director: Karen Jane
Lead Designer: Alex Thursby-Pelham
Designer: Xueling Wang
Business Affairs: Helena Thomas
Production Company: All Mighty Pictures
Director/DOP: Anthony Dickenson
Executive Producer/Creative Director: Mark Harbour
Editorial Company: The Assembly Rooms
Editor: Jack Williams
Footage Research Company: The Director Studio
Post House: Time Based Arts
Post Producer: Jo Gutteridge
Flame Artist: Adam Paterson
Animation Lead: Jess Gorrick
Animators: Tom Robinson, Tom Mackay-Thomas
Colourist: Lewis Crossfield
Sound Company: String and Tins
Sound Designer: Joe Wilkinson
Category: Sports and Leisure , Tourism