Working with the National Trust creative team, we developed the idea of ‘Space to Feel’ showing that visiting a National Trust property can unlock a wealth of emotions – whether that’s a property or a more nature-based site.
The film execution played into National Trust’s ‘for everyone’ focus, whilst challenging preconceptions of who the National Trust is for.
In the film we follow Mya, her school friends and importantly her characterful yellow backpack on a National Trust visit. Knowing that young adults can often be reserved and self-conscious about their feelings, Mya’s emotions are shown through the facial expressions of her backpack. Even if teens don’t always show it, these are the feelings the National Trust can unlock.
The backpack execution was targeted at a younger demographic, across a variety of channels including Instagram, TikTok and YouTube. It was also broadcast on BVOD, and with cinema on the plan – the creative had the opportunity to feel impactful through large cinema screens.
.png)
.png)
.jpg)
