Carrefour’s The Black Supermarket sells that which the world needs the most!
The agrochemical lobby in Europe and almost everywhere in the world have sanctioned a certain set of hybrid varieties of seeds that are authorized to grow. And this constitutes only 3% of fruits and veggies produced. Why? Because they’re patented and profitable. The remaining 97% is considered illegal. If a farmer resorts to the 97% category then he will have pay hefty fines that would make him bankrupt. To put an end to this, France’s Carrefour created The Black Supermarket an OOH Advertising. A market where illegal fruits and vegetables are openly kept on shelves for sale. We feel it’s a powerful move in support of farmers and biodiversity as 3% of those authorized seeds harm the environment, they’re not eco-friendly.
The Black Supermarket campaign sowed a seed of a changed mindset and awareness about Carrefour as a brand that exists for the well-being of farmers and end consumers. To the extent that it is even willing to pay hefty fines for selling illegal varieties of seeds, fruits and vegetables that are organic, eco-friendly, farmer-friendly, and health-friendly. Eventually it led to a new law in the legal books of European Union. The best gift to farmers and consumers alike.
Credits
Advertising Agency: Marcel, Paris, France
Production Company: Prodigious, Iconoclast
Post Production Company: NightShift
Music / Sound Company: Gum
Production Company: DMBM
CEOs: Pascal Nessim, Charles Georges Picot, Christian Verger
Creative Chairman: Anne de Maupeou
Chief Creative Officers: Dimitri Guerassimov, Fabien Teichner
Creative Directors: Gaëtan du Peloux, Youri Guerassimov
Copywriters: Antonin Jacquot, Martin Rocaboy
Art Director: Clément Sechet
Assistant Art Director: Sophie Lariviere
Digital Art Director: Eulalia Bartolomeu
Model Makers: Mathieu Andrieu, Karine Pouessel
Account Supervisor: Aurelie Fossoux
Account Manager: Noella Neffati
Assistant Account Manager: Olivia Baranes
Project Manager: Claire Sioufi
CSO / Managing Partner: Nicolas Levy
Strategic Planner: Sarah Lemarié
Social Media Manager: Julien Petit
Producer: Corine Guedj
Print Producer: Gaël Cheval
Production Manager: Elise Gangneux
Photographer: Eric Fenot
Director of Marketing & Communication: Philippe Thobie
Public Relations Director: Laura Lamoure
Public Relations: Jennifer Peyre
Tags:
Outdoor, France, Retail, Services, Carrefour, Publicis, Marcel, Black Supermarket, OOH Advertising, Best Outdoor Advertising Campaigns, Best OOH campaigns, Best Outdoor Ads
