The brief was to create a campaign which would encourage a younger audience to reconnect with nature. The challenge was to change the perception that visiting the National Trust would only appeal to an older audience who wanted to take it easy sitting on the grass lawns with tea and cake in hand (doesn't sound too bad!) My approach was to aim the campaign at young professional's who may be used to having a 'wild' weekend in terms of drinking and going out, I wanted to play on the notion this and encourage this target audience to have a different kind of 'wild weekend'
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