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 activate in it’s new iteration, Project Earth. For more information, please see here. To learn more and explore how we can help your business:

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Manchesters-Finest_Selfridges-Save-the-Sea3 GSC created an innovative campaign for Selfridges' Project Ocean: a long-term partnership with the Zoological Society of London to protect our oceans.

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