To celebrate its 125th anniversary, the National Trust is launching a year-long campaign to inspire and connect people to their natural environment and help face down the nature crisis.

A 75-second film invokes the words of co-founder Octavia Hill and recognises that the human need for nature is more vital than ever. Encouraging people to take a step back from the noise and stimulation of modern day living and find a sense of calm, the spot quotes Octavia from 1883: “We all want quiet. We all want beauty. We all need space.” The work will run across online, social and print.

The campaign is part of the National Trust’s fresh ambition surrounding its 125th anniversary, which will see it becoming carbon neutral by 2030. Stepping up the battle against climate change, the organisation will plant 20 million trees over the next ten years, create green corridors for people and nature near towns and cities and drastically cut the Trust’s carbon footprint.

In a welcome respite to the post-Christmas blues, The Drum named W+K as its agency of the decade.

“It could be the objective of any agency: make the ordinary seem extraordinary. Yet Wieden+Kennedy is one of the few that has managed to do it time and time again,” kindly said The Drum.

“Whether that’s anthropomorphic cats sprouting opposable thumbs in a bid to steal Cravendale milk or the modest home cook becoming a maestro of ingredients with the help of Lurpak butter, W+K seems endlessly capable of bringing a sense of magic to the everyday, of making the little things seem important.

“Working with brands that range from the humblest of household names to giants like Formula 1, it plays with scale across its entire portfolio, where nothing and nobody is too small to make a difference.”

Big thanks to The Drum for the honour and a special mention to our people, clients and partners who helped make W+K a success in the last ten years and beyond.