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With his kids forever glued to the telly, David Bond’s irreverent doc sees the director elect himself “marketing director of Nature” to rekindle Britain’s lost love affair with the great outdoors.

Bond’s cute gimmick is to hire branding gurus to inspire sun-starved children to down their iPads and roam wild; their ideas are ingenious and entertaining even as they reinforce the market forces that face this quirky Quixote.

Arguably, Bond’s premise is common sense – and his filmmaking methods owe a lot to Morgan Spurlock – but, refreshingly for an activist, he puts people before propaganda.