This is a pretty unique campaign from London retailer Selfridges. In what they are calling “retail activism” the famous upscale department store is utilising all of their creative elements (online and offline) to raise awareness of the issues of sustainability, overfishing and marine protection. The campaign, created by UK based agency 18 feet & rising along with Clusta, launched 11th May in conjunction with the Zoological Society of London.

The campaign has seen the entire Selfridges store turned over to ocean activism, with debates, art installations, film and music events and its world famous windows all aimed at increasing awareness, raising funds and calling on consumers to save the sea. Selfridges have transformed one of their shop windows into an interactive touch-screen whereby consumers are able to donate money to release more fish into the sea. Donors can then interact with the fish on the Selfridges window and also on a dedicated microsite and mobile sites.

The digital components in this campaign may be a little on the lighter side when you think of what other interactive elements they could have included, however the integration between in-store, online and offline is good to see, with everything fitting seamlessly together. You can find out more about the project here.

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