IMAGES THAT PERSUADE
National Trust Campaign
To promote the National Properties together with its national and cultural remit
Research
National Trust...
As Europe’s largest conservation charity, they look after nature, beauty and history for the nation to enjoy.
In 1895, the founders, Octavia Hill, Robert Hunter and Hardwicke Rawnsley pledged to preserve the UK's historical and natural places. Their aim was not only to save important sites, but to open them up for everyone to enjoy.
From this trio of environmental pioneers, the National Trust was created – and their original values are still at the heart of everything we do 125 years later
2020 Campaign -
'This year, more than ever before, nature has been our source of comfort. Trees towering above us, serene coastal paths, the simplicity of a rushing stream and panoramic drama in the skies – these can answer our need for quiet and inspiration. So now is the time to give back to nature. You can support us in helping it last for ever.'
'We know that if people fall in love with nature they'll be more likely to look after it. This is why we're encouraging everyone to notice the beauty of the world around them.'
Watch our winter film to see what nature has meant to so many people this year – and why it’s so important we continue to help it thrive.
Task 1; Ways of Seeing
How Berger believes publicity will change our lives?
That we believe, as consumers that we can change our lives by buying 'more', to be richer, to be envied, which constitutes glamour.
If we buy what the publicity wants us to buy, we believe our life will be different.
The relationship between oil painting and colour photography?
Publicity impersonates a painting.
Publicity can echo devices used in oil paintings - objects, prestige, settings, gestures, love.
To represent the texture of things.
The 3 dreams that publicity offers us?
The dream of later tonight - you will bring the greatest pleasure
The Skin dream
The dream of a far away place - to travel, two worlds at the same time.
Two specific ways publicity works on anxieties?
Everyone must get more money to afford the nice things.
Promotes an mans ability to consume directly correlates to his sexual virility.
Those who do not have the glamour become non-existent.
Makes you believe you are inadequate.
Task 2; Above the line research
What is above the line?
Media that is broadcasted to the mass audience; tv, Internet, press. It is widespread brand-building advertising. It is untargeted and this means it has a very large reach.
3 Successful campaigns?
1) ' You’ll fail, then win, Army ad tells prospective recruits in new campaign'
The British Army is launching two TV spots focusing on failure as part of its annual January recruitment push through Karmarama.
Directed by Frederic Planchon through Academy, both films show young recruits hitting the wall on training manoeuvres before being encouraged to restart by a senior officer, while a voiceover addresses the viewer.
'Fail. Learn. Win' is the tag line, this is effective because it addresses the journey that you will go though when becoming a recruit. It highlights that process of learning to be better and that it won't happen straightaway. This ad also provides positivity to the perception of weakness, that certain qualities you have can be harnessed into a strength in the army.
2) Twitter
Giving lighthearted relationship advice. Showing the fun side to social media, it isn't always propaganda and hate comments. Placed in the underground this will reach thousands of commuters, who will potentially photograph and share ti their friends, further increasing the spread if the ad.
3) Spotify 2020 Wrapped
Showing a Spotify user what their music tastes has been over the year. Giving quirky data facts that relate to your favourite music. Displaying this on big billboards goes hand in hand with the social media campaign to encourage people to use Spotify. Having this data encourages you to continue to use spotty since you can see how far you've come on your musical journey, how your tastes has changed and grown.
This ad reaches people far and wide spreading their product to the mass audience.
3 unsuccessful campaigns?
1) PS5 London Underground Signs
With the release of the new PS5 console Sony decided to replace the classic underground signs with the iconic controller buttons. Its simple and eye-catching however, having quite a targeted audience the fun if the campaign was reserved for the gamers. Also this ad only reaches the people out and about in London.
2) Netflix Spoilers
Displaying tv show spoilers on digital billboards through. The problem this this is you can't unseen and you didn't want to know what happens in your show well tuff. Slightly frustrating having your show ruined but it still promotes Netflix as a product.
3) Emily's crisps
April 2020 saw Emily's crisps run its first Out of House campaign, obviously this flopped completely due to pandemic and no one seeing the ads. What the company cleverly did was make fun of their bad timing and change the type on the ad to funny remarks.
Researching the 4 National Trust locations I have choosen to shoot
1) Knole
Sevenoaks, Kent, TN15 0RP (Sat Nav TN13 1HX)
Sitting proudly within Kent’s last medieval deer park, Knole offers something for everyone. Immerse yourself in the vast estate and follow in the footsteps of tourists who have visited Knole’s showrooms for 400 years.
Knole recently completed a huge conservation project, in partnership with the National Lottery Heritage Fund.
2) Chartwell
Mapleton Road, Westerham, Kent, TN16 1PS
This National Trust is very historic, the firmer home of Sir Winston Churchill, set in the Kent countryside, the garden of England.
Chartwell has gardens and nature trail walks, along with walled gardens, vegetable gardens, as well as spectacular views.
3) Nymans
Handcross, near Haywards Heath, West Sussex, RH17 6EB
'A garden lovers' home for all seasons, with an extensive yet intimate garden set around a romantic house and ruins.'
4) Ightham Mote
Mote Road, Ivy Hatch, Sevenoaks, Kent, TN15 0NT
14th-century moated manor house. The house is surrounded by peaceful gardens with an orchard, water features, lakes and woodland walks.
Built nearly 700 years ago, this house has seen many changes and been owned by Medieval knights, courtiers to Henry VIII and high society Victorians.
PRACTICE
My Idea:
To create 4 advertising posters to promote the National Trust. I will focus my images on the beautiful landscapes and stunning buildings that the National Trust is home too. As well as close ups of quaint details that can be found throughout the gardens.
Initial idea was to incorporate lots of people in my images to highlight the family-friendly atmosphere. However with the inability to guarantee I could get willing participants to photograph and without the ability to use models I decide to veto the idea of using people altogether to I could have a cohesive set of posters instead of some with people and some without.
Treatment
Moodboard
Estimate
Shoot ONE; Knole (landscape)
Pre-Visualisation
Shoot on 18.02.21
This shoot turned out the best in my opinion, I think this is due to the great weather I had on the day. With such a vast area to photograph, I had plenty of choice and freedom to capture what I wanted.
Final 6 images
Shoot TWO; Chartwell (portrait)
Pre-Visualisation
Shoot on 23.01.2021
Re-Shoot: focussing on details not larger landscapes. When placing some images into the layout they blended into the background and were lost, so I had a re-think and went back to re-shoot with the idea to capture small details up close to stand out against the dark tree.
Final 6 images
Shoot THREE; Nymans (landscape)
Pre-Visualisation
Shoot on 06.02.21
I enjoyed this shoot because there's so much to explore at Nymans, so many different themed gardens. Although the weather let me down that did not stop me from capturing demo interesting shots.
Final 6 images
Shoot FOUR; Ightham Mote (portrait)
Pre-Visualisation
Shoot 30.01.21
Ightham mote was probably my least favourite, perhaps due the season and weather hindering the beauty that can be seen there, or maybe because its quite small compared to the other national Trust parks I visited, Ightham just doesn't compare.
Final 6 Images
PUBLISH
Final Invoice
Final Layouts
Knole
Chartwell
Nymans
Ightham Mote
Carbon Impact Assessment
Analysis
What worked?
- I have produced 4 advertising posters.
- The posters are cohesive and portray the national trust effectively.
- They capture all the beautiful aspects, in my opinion.
- I conducted thorough research before deciding on a concept for my posters.
- I found previous national Trust campaigns to that taught me how the NT likes to advertise.
- After creating 4 indesign layouts , and realising some were just not working, I went a did multiple re-shoots until I found images and layouts that worked affectively.
What did not work?
- I did more use people, which would've helped portray the family-friendly atmosphere that the national trust is famous for.
- The weather was particularly bad, so I had to work around the lighting issue in post-production.
What would I do differently next time?
- Include models to help enhance the national trust.
- Plan my photoshoot with the weather as a priority.
Originate: I have demonstrated research skills that the lead to the conception of my idea, which enabled me to develop my project in accordance to the brief.
Integrate: I developed a couple of ideas I thought would work well which would fit the brief and work well as an advertising campaign for the National Trust. I combined this creative development with thinking as a consumer, a photographer, an editor and the client.
Advocate: Combining creative and academic practice is demonstrated within my workbook. Showing my thought process throughout I hope will help a reader see clearly my creation development. This is evident by my using visuals and written explanation.
AC1: I have demonstrated I have created sustained body of images that relate directly to my concept, that keep in line with the brief.
AC2: My behance workbook is clear evidence of my final photographs, research and final evaluation of my work. To Improve: I could engage in more technical testing.
AC3: My submission shows technical skills in relation to my ideas through the creation of my final pdf documents.
AC4: I believe my idea is clear and follows through to my final posters.
