Craghoppers x National Trust SS’26

The campaign is built around the proposition Explore the great nearby and discover hidden places close to home. Shifting away from sweeping landscapes and grand gestures, the creative celebrates the power of small moments close to home. The line reframes adventure through a more local lens, encouraging people to rediscover the landscapes, history and natural beauty that surround them. To bring this to life, we developed a photography direction centred on authentic human moments, playful interactions and a more intimate relationship with the landscape. We wanted it to feel less like traditional outdoor advertising and more like a collection of real experiences, with clothing naturally integrated into each story.

The campaign design elements draw directly from patterns found within the collection, themselves inspired by the landscapes of National Trust locations. These elements are translated into a flexible system that combines layering, overlapping imagery and pattern to create a scrapbook-like sense of discovery. Split across distinct mens and womens executions, each with its own colour palette and pattern language, we wanted the toolkit provide a scalable framework. We stress-tested the concept on multiple touch points to make sure the system provides enough flexibility to respond to different formats while remaining visually consistent. This included social media, web banners, in-store graphics, as well as printed collateral.