SUPERSELF
Creative windows copy for Selfridges’ 2022 scheme, ‘SUPERSELF’—a project for both in-store and online activations, focussing on the future of the ‘feel-goodness’ industry.
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For Selfridges’ first creative scheme campaign of 2022, SUPERSELF, they were exploring the notion of ‘feel-goodness’ (not conventional ‘wellness’), and the many ways that shopping and feeling good can interconnect. The Selfridges store windows across London, Manchester and Birmingham needed creative copy that combined Selfridges’ tongue-in-cheek tone of voice with customer retail activations and product offers (from in-store therapy sessions, to plant-based dining to aromatherapy candles).
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Working closely with the in-house creative teams, I came up with a number of copy line options for each individual window (using digital mock-ups as my guide), which were then narrowed down to the final lines shown. It was important that each window connected to a customer-focussed call to action, would pique curiosity, and wouldn’t rely on cliched tropes about wellness or ‘me time’.
