tech addicts learn to play in the mud

 

The brief:

The National Trust brief required an understanding of the youth’s infatuation with technology.  It was concluded that technology and nature are mutually beneficial entities and should be combined to form a powerful tool to engineer social reform. The best way to evoke behaviour change in today’s modern society would be to create an integrated campaign aimed at the younger tech savvy generations. This includes merchandise, ambient adverts, curriculum integrated posters, direct mailers and online content.

 

The concept:

The concept of “Unplugged Social Behaviour” (USB) stemmed from the insight that people spend more time in front of electronic screens than experiencing real life. The development of the “Unplugged” application along with “The National Trust games” creates a distinct association with modern trends popularised by the youth. In this way we have positioned the National Trust away from its current perceived image opening up a myriad of potential audiences.