To shift public perception that places of historical national interest are just ‘a nice day out’, I led as the Senior Creative and Director on a transformative campaign that celebrated not the National Trust itself, but the tangible, human benefits it has on people’s emotions and livelihoods.

From stately homes and afternoon teas to community, mental health, and inclusion, we let the benefits speak for themselves under the theme, Places matter.

The campaign was amplified from social first to above the line cinema, press, DOOH, VOD, digital display, PODs and a dedicated story web hub. We delivered 16 different stories through films and photography.

It was the most successful social media campaign in the National Trust's history.