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Black Supermarket
Award: Wood Pencil
Wood Pencil / Media / Use of Retail / 2018
Because of an absurd law supported by the agrochemical lobby, people only have access to 3% of fruits and vegetables produced. The other 97% are illegal, because a producer can only grow what is registered in the Official Catalogue of Authorised Species.To change this, France's Carrefour defied the law, by creating The Black Supermarket: a place to sell illegal fruits and vegetables and defend biodiversity. The campaign led to shifting perceptions about the brand, as well as a new EU-wide law.
Credits
Art Director
- Clément Sechet
Assistant Art Director
- Sophie Larivière
Creative Chairman
- Anne de Maupeou
Digital Art Director
- Eulalia Bartolomeu
Director
- Edouard Le Scouarnec
Production Manager
- Elise Gangneux
Advertising Agency
Production Company
- Iconoclast
- Prodigious
Account Manager
- Noëlla Neffati
Account Supervisor
- Aurélie Fossoux
Assistant Account Manager
- Olivia Baranes
Chief Executive Officer
- Charles Georges-Picot
- Pascal Nessim
- Christian Verger
Chief Strategy Officer
- Nicolas Levy
Managing Partner
- Nicolas Levy
Project Manager
- Claire Sioufi
Social Media Manager
- Julien Petit
Strategic Planner
- Sarah Lemarié
Client
- Carrefour
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