Humanitarian aid group Choose Love is encouraging London shoppers to “choose love” when buying gifts during the festive period, with a campaign designed to highlight its new Regent Street Store.

Choose Love’s stores allow shoppers to buy items directly for displaced people around the world, or to purchase gift cards allowing their loved ones to select items to donate to families living in refugee camps or community spaces.

Creative agency Don’t Panic’s Ruth Sewell directed a short film highlighting the store’s mission to support displaced people around the world. The film features a voiceover from film and TV stalwart Olivia Coleman, encouraging viewers to choose love even while living through difficult times.

Choose Love deputy CEO Emma Stevenson said: “Every winter, as temperatures drop, more and more displaced communities need support. This year, we’re trying to fundraise as much as possible for our incredible partners who are providing essential supplies and services to displaced people around the world.

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“Our fundraising film needed a creative approach to share the stark reality that many people are living through alongside the empowering Choose Love message that when we come together, we can make so much difference. Don’t Panic helped us nail this and strike all the right emotional notes, and we hope lots of people will feel moved to donate this festive season.”

The not-for profit’s campaign was displayed across the giant screens at Piccadilly Circus and on social media.

“We’re Choose Love super-fans and so it was a real pleasure to finally get to work with them a contribute to the success of their department store and wider fundraising campaign, particularly at a time when their work is more vital than ever.” added Don’t Panic co-founder, Joe Wade.