The Ad Council has tapped Arnold to produce a campaign for The National Trust for Historic Preservation.
The selection was based on researchconducted by Arnold for the Washington, D.C., nonprofit. Arnold creatives shot tourist-style "home movies" of such places as Roosevelt Field, now a shopping mall in Garden City, N.Y., where Charles Lindbergh depar ted for his trans Atlantic flight. Captions describing the historical significance of the site run with the images.
"It's an interesting technique that puts in perspective what you think of yourself and what your target thinks of you," said Beth Newburger, client director of communication.
Previous ads, created by a variety of agencies, show buildings in their preserved condition. Arnold's McLean, Va., office will execute three-five print ads and television spots targeting adults 25 and older. The ads will break midyear.
"One of the issues is getting younger people committed and understanding the value of historic sites," said agency president Ken Umansky.