Kenzo’s digital pop-up installation promotes ocean conservation.
"No Fish No Nothing" read the slogan on some of the sweatshirts on the runway of Kenzo’s Spring/Summer 2014 show.
The label had struck up a partnership with Blue Marine Foundation, an ocean conservation group that focuses on the fight against overfishing.
The interactive pop-up shows a virtual aquarium. As viewers watch the fish swim around the screen, 30% slowly begin to disappear.
But should a person then purchase a #NoFishNoNothing item from the collection some little fish appear back in the aquarium as a symbolic representation of how the consumers funds will help keep fish in the world’s oceans.
Fish also appear every time someone posts an Instagram photo of the pop-up with the corresponding hashtag.
What do you think of brands publicising through advocacy?