Anthropomorphic rucksack stars in uplifting National Trust ad

The National Trust is targeting younger people with Space to Feel’, a new integrated campaign brand campaign that showcases the range of experiences that the conservation organisation can offer.

Devised in partnership with creative agency Quiet Storm, the creative will be centred around a 60-second spot title ‘Backpack’ that sees a young woman immersing herself in the cultural and natural activities of the National Trust alongside her delighted sentient rucksack.

Developed in close collaboration with the charity’s internal creative studio, the creative looks to embody the trust’s ‘For everyone, forever’ charitable purpose.

“When we say that our beautiful spaces are “for everyone, for ever” we truly mean it. Thousands of people told us that our creative interiors and natural spaces make them feel things they didn’t arrive with – whether it’s feeling calmer, curious, or even excited like Maya and her backpack,” National Trust head of brand and creative, Nisha Nath said.

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“‘Space to feel’ draws on that emotional connection people have with the places in our care, and this film offers one young person’s perspective experiencing that. We hope the campaign inspires other people to discover their own connections.”

Breaking this weekend, the campaign will run across cinema, video-on-demand, YouTube, Instagram, and TikTok supported by a series of out-of-home executions.

Quiet Storm founder and ECD, Trevor Robinson added: “With over 5.7 million members, the National Trust clearly isn’t lacking in profile or popularity, but the team there is determined to make their ‘everyone’ promise a reality. That’s also at the heart of what we do at Quiet Storm; we’re so thrilled to be a part of this groundbreaking initiative.”