The new campaign, called "One off", has been created by BMP DDB. It aims to highlight that in an increasingly generic world, Oxfam can bring diversity to an otherwise uniform high street.
The ads celebrate the exclusivity of the items available in the shops.
The straplines, such as "Now in stock until we sell it and "It's a limited edition. Unless someone else brings one in", emphasise the individuality of the items. Each poster carries a small Oxfam logo.
The campaign launches on 48-sheet posters in central London, followed by a national four-sheet poster drive throughout the summer. The media was handled through OMD UK, which has secured donated media space.
The ads were written by Ewan McMillan and art directed by Jon Bowan-Thomas.
The photographer was Ben Stockley.