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National Trust for Scotland – One Wee Step

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The National Trust for Scotland launched a bespoke billboard created entirely from walking boots, to promote its One Wee Step mountain conservation campaign.

Amy Gunn, direct marketing manager at National Trust for Scotland, said: “We believe this innovative campaign has the power to engage the public in a very unique way, while helping to communicate the message of the National Trust for Scotland’s important mountain and countryside work. It was great to work with Posterscope, drawing on their expertise, to help deliver this highly bespoke ad. We hope the billboard encourages commuters to support the valuable conservation work we do.”

This is a great example of how an outdoor ad campaign can move beyond promoting a message to create a compelling narrative. By inviting the public to become part of the creative, the ad highlights the National Trust for Scotland’s conservation work in a very personal way.

Watch how old boots protect our mountains from NTS on Vimeo.


Written by jonrgreaves

June 3, 2013 at 9:00 am