Social distancing guidelines put in place due to the COVID-19 pandemic can leave some feeling uninspired, and to combat this, Selfridges, the iconic British department store, launched the Creativity is Not Cancelled initiative.
This campaign tasked the chain's expansive creative community of artists, personalities, and influencers to create in whatever way they can, resulting in a myriad of submissions that ranged from curated playlists, to vlogs, to spoken word poetry and more. The inspiration for this initiative, according to an official statement from the retailer, states that "While borders are being closed and social distancing impacts many communities across the globe, it feels more important than ever to find ways to stick together."
Creativity-Inspired Department Store Campaigns
Selfridges' Launched 'Creativity is Not Cancelled'
Trend Themes
1. Remote Creativity Campaigns - Brands can launch campaigns that encourage their creative community to engage remotely, resulting in unique and varied submissions.
2. Virtual Curations - Curated virtual experiences can be created using submissions from the creative community, bringing diverse perspectives and voices to customers.
3. Creative Community Engagement - Brands can foster engagement with their creative community and customers through initiatives that encourage participation in various forms of expression.
Industry Implications
1. Retail - Retailers can launch campaigns that inspire creativity and produce varied and unique experiences, adding value for customers.
2. Entertainment - Entertainment brands can create virtual experiences that incorporate diverse content from their creative community, offering unique and engaging productions.
3. Marketing and Advertising - Marketing and advertising agencies can collaborate with brands to launch campaigns that encourage creative expression, providing impactful messaging and engaging experiences for customers.