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GSC created an innovative campaign for Selfridges' Project Ocean: a long-term partnership with the Zoological Society of London to protect our oceans. 

Coining the Buzz Phrase ‘Retail Activism’ 

GSC was asked to create a compelling, purpose-inspired, creatively courageous campaign to underpin the retailer’s position as the world’s leading department store by demonstrating that it stood for something bigger. Launched in 2011, Selfridges’ Project Ocean is a long-term partnership with the Zoological Society of London to help protect our precious oceans from overfishing and plastic pollution.

 

 

Selfridges Project Ocean 'Save Our Sharks' exhibiton

GSC created the campaign for Selfridges’ Project Ocean and coined the new buzz phrase ‘Retail Activism’ to capture the imaginations of media and consumers. The campaign mobilised opinion leaders such as Prince Charles, Katharine Hamnett, Jason Hackenwerth, and Hugh Fernley Whittingstall. We worked with 22 NGO’s and ocean campaigners, including Greenpeace, WWF, Queen Noor and famed oceanographer Sylvia Earle.  

GSC hosted an international press briefing at a London VIP Launch Party and implemented a BBC documentary tie in.  

The ensuing ‘Selfridges Declaration’ brought about governmental change within the fishing industry and the trend was picked up as three major UK supermarkets followed Selfridge’s lead and initiated their own campaigns. International coverage achieved an impression of 200 million and £6 million in PR value.  

The campaign is still being activated. 

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FIND OUT MORE

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FIND OUT MORE

As AMEX’s Thought Leadership agency, GSC curates the bi-annual thought leadership series – The American Express Insights Network. This successful series of C-suite networking events invites AMEX’s top merchants to attend live panels with global industry experts.  

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Building on the success of the 2018 inaugural British Fashion Council Designer Pop-Up at Bicester Village, GSC helped conceptualise and launch an expanded boutique for 2019, showcasing 30 British designers in a flagship location at the luxury shopping destination.  

FIND OUT MORE

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GSC manage press and influencer work for Ladurée, with a special focus on creating high profile collaborations, as well as product launches, managing new shop openings and helping to drive both instore and online sales.

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