The five-week programme of events takes place this month in Oxford Street's Ultralounge and is aimed at promoting greater awareness of eating more sustainably and supporting marine-protected areas. It is being run in association with other environmental organisations such as The Zoological Society of London (ZSL), the Marine Conversation Society and Greenpeace.

The London store's campaign included window displays and creative graphics including a preview and teaser campaign using digitally printed window films featuring images of oceans of swimming fishes and forks. This was printed onto a PVC-free, eco-friendly film to wrap the windows, which was removed to reveal the official graphics of the campaign at the launch date.

BAF also produced graphics for interactive window displays that were integrated with digital signage as well as a Whale Rodeo area in store.

Selfridges production manager Abi Shapiro said: "Adhering to Selfridges' environmental vision, we decided to embark on this awareness project and convey its key message through window displays and creative graphics printed onto environmental friendly materials."

BAF Graphics account director Dan Chang said: "Following the brief given by the visual merchandising team at Selfridges, we researched the best eco-friendly materials that matched excellent performance with sustainable features.

"We decided to use the 100% recyclable Dufaylite and Forex Smart substrates, which fall within our environmental range of products. Dufaylite is a lightweight rigid composite board bonded to a recycled paper honeycomb core sourced from sustainable forests, while Forex Smart is a lightweight and strong rigid non PVC board.

"We printed directly onto these substrates using our Durst Rho 600 and the brand-new Océ Arizona XT550."