British department store Selfridges is always at the forefront of the most creative fashion campaigns, so when it came to the launch of its new denim collection, they just knew that they had to do something innovative that had never been done before.
The most interesting element of the campaign was created at a launch event last month. The retailer invited 300 guests, including fashion industry insiders and bloggers, to photograph a shoot in whichever way they wanted. All images were then downloaded and processed by a system created exclusively for the Selfridges event by social media agency The Rumpus Room. The system then sorted the images into a collaborative collage.
The images are all displayed on the Selfridges website as an interactive page. The pictures can be explored by clicking on different areas or scrolling through. Each contributor can log on to find their image and share it with their social connections.
This campaign creates unique content that taps into the mindset of sharing photos online. By involving high-profile bloggers the campaign is likely to gain social traction and spread virally.