Last week, Kenzo's Paris store windows became a giant interactive screen. Affiliated with the Blue Marine Foundation (BLUE), Kenzo designed a line entitled No Fish No Nothing for women and men. The windows generated aquarium-like images and enabled virtual browsing of the the products. Shoppers could control the water flow of the tank, find out more about BLUE and contribute to the cause by taking a photo of the store and posting it to Instagram with the hashtags #NoFishNoNothing. Each Instagram post or actual purchase  gave birth to a new 'digital fish' that's tagged with poster or buyer's name. The week-long digital pop-up goal was to raise awareness and money to fight overfishing and help fund the development of marine reserves of our planet.

This is a good example of digital and social media combining to create an engaging, positive and commercially viable campaign, and one that is reminiscent of the interactive windows of the Kate Spade store.