Chosen client: National Trust
Insight: The realisation that architecture is an art form that many take for granted, as well as a cultural heritage that has been of great importance during the development of modern society.
– Young people tend to see culture and history as coercion and associate it with school.
– People in general have a drive to explore; we just need to provide them with the right tools.
Goal: To build a relationship between National Trust and the younger generation of the British people, which in the long-term can result in new members.
Concept: THE LOST ART
During The Blitz (1940-41), several buildings of historical and cultural matters were destroyed. In collaboration with Google Maps, National Trust will bring these buildings back to life. By digitally rebuilding these historic buildings using both Google Street View and Google 3D, they will once again earn their place on the map. We will collect stories and memories associated to these buildings from people who lived before the war. Individualized ads and billboards containing these stories will be placed where the buildings once stood. Every ad will have an ID number that leads to the campaign site where you will be able to find more information about the buildings. You can listen to the collected memories, or check in at any given place of lost art, and instantly become an ambassador for that specific building. Rather than bringing the younger generation to National Trust, we believe that we can create an incentive to discover historic beauty by bringing National Trust to the target group. This would be done through the usage of modern technology and present a way for the younger generation to reclaim their heritage without the feeling of obligation.
Team: AD: J.Fagerström, Digital AD: S. Gärdegård, Content strategist: E. Holgersson