Selfridges have just launched their latest campaign "Project Ocean" last Wednesday. Went into their store to absorb it today and there's only one word to describe it: impressive. It's running from May 11 to June 12 here in London.
Every store window is themed in this campaign. Outside the store is a dedicated interactive digital touch screen where people can touch and text to donate. Upon doing so they are allocated a fish which they can watch swim across the screen. Along with merchandise, the text donations have raised (in 5 days) more than 40,000 GBP.
Every store window is themed in this campaign. Outside the store is a dedicated interactive digital touch screen where people can touch and text to donate. Upon doing so they are allocated a fish which they can watch swim across the screen. Along with merchandise, the text donations have raised (in 5 days) more than 40,000 GBP.
Doors, escalators, floors, ceilings, walls are all used as touchpoints within the store to convey the message about sustainable seafood. It's focus is on education - helping shoppers select seafood that is sustainably farmed to reduce the stress on at-risk breeds of fish and aquamarine environments. Selfridges is partnering with more than 20 environmental and conservation groups to 'celebrate the beauty of the ocean, highlight the issue of over-fishing, help us all understand the threats to the ocean and make positive choices about the right fish to buy and eat'. They are providing shoppers with Fish Guide to help them understand which breeds are best - as well as an App that does the same ('Selfridges Fish Guide app')
It's an incredible case study which also has ties to Hugh Fearnley-Whittingstall's project "Hugh's Fish Fight" - a documentary that famously brought this issue to public attention here in Britain about 2 years ago.
It's an incredible case study which also has ties to Hugh Fearnley-Whittingstall's project "Hugh's Fish Fight" - a documentary that famously brought this issue to public attention here in Britain about 2 years ago.
I have been absolutely blown away by the level of detail throughout the store - and the level of space dedicated to it as well. This is not "lip service"....Selfridges have wrapped an entire education campaign around "Project Ocean" and have taken it right through to their food hall where their fishmonger and sushi eatery only sell sustainably farmed fish. You can also watch the documentary instore in a dedicated "ultra lounge" screening or, if that doesn't take your fancy, you can check out the concept store with it's project-related fashion displays.
I spoke to several different members of the staff who each had an indepth knowledge and understanding of the issue and could convey to me the reasons behind the campaign. What's more impressive, was their genuine passion - again, not just something they were being told to "sell" but an idea they absolutely believed in.
I spoke to several different members of the staff who each had an indepth knowledge and understanding of the issue and could convey to me the reasons behind the campaign. What's more impressive, was their genuine passion - again, not just something they were being told to "sell" but an idea they absolutely believed in.
Have taken loads of pics - will definitely be sharing this one when I get back as it's part of a much larger theme that I've been noticing whilst on the study tour
Check out the site: selfridges.com/projectocean
