The Black Supermarket
自1981年以来，在欧洲想要自己种植、贩售农作物，需要得到政府的许可，否则就是违法的。在欧洲所有的作物当中，97%都是属于非法作物，普通民众不能种植贩售。而只有只有3％的种子被允许贩售，这3％的专利通常属于一些大公司所有，如果农民想要自己种植，就必须支付高昂费用向那些大公司购买种子。作为大型零售商，Carrefour为欧洲农民发声，开了家“黑市”（Black Supermarket）专门售卖那些“非法”的农作物种子。
家乐福还同时向政府发出请愿书，请求政府修改原来不合理的法律，为欧洲农民谋福利。通过此次承担社会责任的宣传活动，也间接树立了一个亲切负责的企业形象。
公众对这一荒谬的法律感到困惑，纷纷以实际行动支持“黑市”活动，他们购买大量的非法商品(多达153吨)。活动期间，店内的客流量提高了15%，并签署了请愿书(83000个签名)。
通过家乐福The Black Supermarket（黑色超市）活动的努力和公众的支持下，这项法律最终为5亿欧洲人的利益做出了改变。2018年4月19日，欧盟通过《有机农业新规》(2014/0100(COD))，重新授权销售和种植农民种子。让这项延续了40余年的不合理法律载入史册。据悉，新法案将会在2021年开始正式实施。
Creative Agency : Marcel, Paris
Production
Company : Prodigious, Paris & Iconoclast, Paris
CCO : Dimitri Guerassimov, Fabien Teichner
CD : Gaëtan du Peloux, Youri Guerassimov
Copywriter : Antonin Jacquot
Art Director : Clément Sechet
Digital
Art Director : Eulalia Bartolomeu
Account Supervisor : Aurélie Fossoux
Account Manager : Noëlla Neffati
Project Manager : Claire Sioufi
Strategic
Planner : Sarah Lemarié
2020NYF Advertising AwardsCreative Marketing Strategy/Effectiveness | Social Good/Environment & SustainabilitySilver
2019Cannes LionsCreative EffectivenessGrand Prix
2019NYF Advertising AwardsActivation & Engagement: Products & Services | Retail Stores & eCommerceBest of Show - 2019NYF Advertising AwardsPositive World Impact | Environment & Sustainability: BrandSecond Prize
- 2019NYF Advertising AwardsDirect & Collateral | Social/Environmental Good: BrandSecond Prize
2019NYF Advertising AwardsDirect & Collateral | AmbientFinalist Certificate
2019NYF Advertising AwardsPublic Relations: Best Use | Corporate ImageFirst Prize- 2019NYF Advertising AwardsPublic Relations | Retail Stores & eCommerceSecond Prize
- 2019NYF Advertising AwardsPublic Relations | Social/Environmental Good: BrandSecond Prize
2019NYF Advertising AwardsActivation & Engagement | Cross-PlatformThird Prize- 2019NYF Advertising AwardsOutdoor | TakeoverFinalist Certificate
- 2019NYF Advertising AwardsDirect & Collateral | Brave Work/Brave ClientSecond Prize
- 2019NYF Advertising AwardsActivation & Engagement | Social/Environmental Good: BrandSecond Prize
- 2019NYF Advertising AwardsActivation & Engagement | Brave Work/Brave ClientSecond Prize
- 2019NYF Advertising AwardsAvant-Garde/Innovative | Social/Environmental Good: BrandSecond Prize
- 2019NYF Advertising AwardsDirect & Collateral: Products & Services | Retail Stores & eCommerceFirst Prize
2019The One Show Creative Effectiveness | Creative EffectivenessSilver Pencil- 2019The One ShowHealth, Wellness & Pharma | Public RelationsSilver Pencil
- 2019The One ShowPublic Relations | Reputation ManagementSilver Pencil
- 2019The One ShowExperiential & Immersive | Spaces & Immersive | Brand InstallationsSilver Pencil
2018Cannes LionsDirect | Use of Ambient Media: Large ScaleSilver
2018Cannes LionsSustainable Development Goals | Life on LandGold- 2018Cannes LionsPR | Public Affairs & LobbyingSilver
- 2018Cannes LionsDirect | Acquisition & RetentionSilver
- 2018Cannes LionsDirect | Launch / Re-launchSilver
- 2018Cannes LionsSustainable Development Goals | Responsible Consumption and ProductionSilver
2018Cannes LionsBrand Experience & Activation | Brand-owned ExperiencesBronze- 2018Cannes LionsBrand Experience & Activation | Customer Retail / In-store ExperienceSilver
- 2018Cannes LionsPR | Use of Events & StuntsBronze
- 2018Cannes LionsHealth & Wellness | Brand-led Education & Awareness | PRGold
- 2018Cannes LionsSustainable Development Goals | Partnerships for the GoalsSilver
- 2018Cannes LionsSustainable Development Goals | Good Health and Well-beingBronze
- 2018Cannes LionsBrand Experience & Activation | RetailGold
- 2018Cannes LionsDirect | RetailGold
2018D&AD AwardsMedia | Use of RetailWood Pencil- 2018D&AD AwardsPR | Public Affairs CampaignWood Pencil
2018D&AD AwardsDirect | Direct Response/AmbientGraphite Pencil
2018CLIO AwardsPublic Relations | Public AffairsSilver- 2018CLIO AwardsIntegrated CampaignSilver
2018CLIO AwardsBrand Design | Direct MarketingShortlist
2018CLIO AwardsOut of Home | TakeoverGold
2018Cristal FestivalCorporate & PR | Corporate Reputation / Corporate ResponsibilitySapphire (Silver)- 2018Cristal FestivalPromo & Activation | Best Goodvertising CampaignSapphire (Silver)
2018Cristal FestivalIntegratedGrand Cristal
Marcel
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