Global launch for Project Ocean, an retail activist campaign by Selfridges, in partnership with the Zoological Society of London and 27 NGOs. The project aimed to raise awareness for the plight of the ocean, generate media coverage to raise global awareness, stop consumer demand for endangered fish and raise funds to support marine conservation efforts.
We connected to the audience through style and science, developing emotional reasons for them to take part. Fashion events, pop-up gigs, science and environmental talks, celebrity chefs cooking in trucs outside the store.... the list goes on and on.
Project Ocean was Selfridges biggest campaign ever and wo mutiple awards across the globe.
Coverage was secured in 10+ countries with 100m+ impressions within the campaign’s 5 weeks
All endangered fish were banned from sale in all Selfridges Foodhalls and restaurants and replace with sustainable options
And £50,000 was raised through customer donations by the final campaign day - World Ocean Day