Mother unveils Selfridges' Body Craze

Mother has created a campaign Selfridges' annual themed event, this year entitled Body Craze, which will take the theme of celebrating the diversity of human form.

The campaign for this year's event includes both the London and Manchester stores, and will appear across national titles and outdoor sites around the two cities.

The campaign, which is Mother's first for Selfridges, consists of 13 images, all photographed by Elinor Carucci. They use close-up images of different body parts. These include a man's beard, a woman's thigh, a neck, bottom and stomach.

Each body part shows a marking on the skin. These include a belt mark against a woman's hip, a crucifix on the neck and a hole through the naval where a piercing had once been. The copy reads: "Selfridges & Co, Body Craze. 7-28 May."

Media activity for the Body Craze campaign was planned and bought through Starcom Motive. The campaign will run instore and on external sites, in style and fashion press and in local listings magazines and supplements.

There will be heavyweight support for the month-long push in the form of specially designed shopping bags, point-of-sale material, and a heavyweight PR push.

The store's previous annual themed events, Tokyo Life and Bollywood, were handled on a project basis through Karmarama.

Mother's Luke Williamson said: "We had to come up with a visual language to hold the whole event together as Body Craze is so diverse. We felt using the body as a blank canvas for our vanity was perfect."

The Body Craze campaign was written and art directed by Mother.