Selfridges unveils first cinema advertising campaign
Luxury retailer Selfridges has unveiled its first made-for-cinema film,
shot by director and photographer Norbert Schoerner in support of
Selfridges’ new creative retail scheme, Radical Luxury, which seeks to
question the meaning of luxury in today’s world.
The 60-second ‘Radical Luxury’ film, is a visual journey featuring stock
footage, live action and computer-generated images, to convey the essence
of Selfridges’ Radical Luxury and to showcase a ‘reimagined Selfridges’.
The campaign will be shown by cinema distributors such as Everyman,
Picturehouse and Pearl and Dean in London, Birmingham and Manchester.
Commenting on the film, Shoerner said: “It’s been an absolute pleasure
to collaborate with Selfridges on this very special film, perhaps the most
modern piece of work I’ve created. It was an exciting challenge to convert
a concept as ubiquitous as the ‘meaning’ of luxury into a unique visual
narrative and to play with a broad range of art historical references in
the process. Hopefully this film will connect with people and allow them to
rediscover Selfridges through an unexpected lense.”
The cinema spot coincides with multi-sensory exhibition Flipside, which
will be held at The Old Selfridges Hotel, which adjoins the London store.
The exhibition aims to provide a thought-provoking journey into luxury as
some of the most forward-thinking brands and creative minds intersect with
radical ideas, with altered states of luxury demonstrated by brands such as
Google Pixel 2, Louis Vuitton, Loewe, Thom Browne and Gareth Pugh. The
Flipside exhibition will be free to visit and will be open from April 26 to
The campaign will also be supported by a 1,000-plus screens out-of-home
campaign, running until May 20, across a number of executions, including
six-sheets, large formats, digital six-sheet, and total site domination at
Oxford Circus. In addition Shazam technology has been incorporated into the
outdoor sites across London, Birmingham and Manchester, where users can
Shazam the code on the ad, which will direct them to a Selfridges hub
featuring content-rich information about the campaign.