National Trust: Original Hipster - Bindle Stiffs

The National Trust mission is to preserved Australian heritage. The problem is, the bulk of their membership are all over 60 years old. To future proof membership The National Trust needed to connect with a younger, culturally engaged audience one who didn't currently see National Trust as relevant.
To do that George Patterson Y&R , Sydney looked for a common ground. We asked ourselves who else likes quirky old stuff? The answer? Hipsters. The very group we needed to talk to.