National Trust: Everyone Needs Nature

The National Trust is a charity that protects the woodland, rivers and coastlines of the UK. To celebrate its 125th anniversary, we looked back to the organisation’s founding to chart the course for the next 125 years.

In an essay for the common people of Britain, co-founder Octavia Hill wrote, ‘We all want quiet. We all want beauty. We all need space.’ This human need of nature is more vital today than it was a century ago. This campaign brings to light Octavia’s original mission and unearths wisdom from nature.

Read our interview with Communication Arts.
Agency: W+K London 
Creative Directors: Tony Davidson, Flo Heiss
Creative Team: Harry Ingrams, Me
Design: Alex Thursby-Pelham, Xueling Wang
Producer: Rose Fairley
Director: Anthony Dickenson
Animation: Jess Gorick

We created a follow-up campaign that brings the calm and wisdom of nature to our immensely busy lives. But the pandemic forced everyone indoors, and it never saw the light of day. Here is the director’s cut of these films.