GSC was thrilled with the news that UN member states have finally agreed on a treaty to protect the high seas, having worked on the Selfridges’ Project Ocean campaign over a decade ago. The treaty shows significant progress towards the protection of 30% of the ocean by 2030.
GSC have been following this closely since 2011, when the team were tasked with creating a compelling and creatively courageous campaign to amplify Selfridge’s position as a leading global department store by demonstrating it stood for something larger. Project Ocean, a long-term partnership with the Zoological Society of London, was launched to protect oceans from overfishing and plastic pollution. To bolster the campaign, GSC mobilised opinion leaders, including King Charles, and hosted an international press briefing alongside a BBC documentary tie in. Project Ocean has evolved, and continued to live on through Project Earth.
To this day, Project Ocean is one of the most meaningful initiatives GSC has had the privilege to be part of and has since played an instrumental role in encouraging sustainability as a key practice at the core of GSC.
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