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New Blood Entry — National Trust – Expect the Unexpected

Award: In Book

National Trust - Reconnect our relationship with nature and beauty / 2014

On February 20th a video was posted claiming to be a leaked National Trust advert. The ad, which has had over 98,000 views to date, went completely against the stuffy brand image that the Trust wants to shake off – fantastic. Suddenly a younger audience are engaging with the Trust. People are tweeting asking if they were involved and saying they wish it was real. When the Trust denies it, people don't believe them. Our proposal is a reaction campaign that denies any affiliation with the film, but builds on the best parts of it.

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