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New Blood Entry — Expect the Unexpected

Award: Yellow Pencil

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

#ExpectTheUnexpected Campaign To demonstrate our extreme, modern and risqué idea, and its potential to reach 25 to 40 year olds, we endeavoured to release an online video showing how the trust could be positively perceived with an unexpected tone of voice and aesthetic. The “leaked” video ended up going semi-viral with debate over its authenticity and it received extensive amounts of positive feedback on websites such as Twitter, The Telegraph, BBC Travel, Daily Star, The Drum, PR Examples and Liveleak etc. This interest in our campaign, along with its refreshing aesthetic and unexpected tone of voice, has real potential for the National Trust.

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