法国家乐福开了家“黑市”,卖非法农作物,为农民发声

举报 2018-07

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。

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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)。

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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。

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家乐福这间黑色超市,变身艺术新风景
家乐福这间黑色超市,变身艺术新风景
家乐福这间黑色超市,变身艺术新风景


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

项目信息
品牌/广告主
Carrefour 家乐福
Carrefour 家乐福

营销机构

Creative Agency 创意代理商
Marcel

参与者

奖项荣誉

NYF Advertising Awards
2020
NYF Advertising Awards
Creative Marketing Strategy/Effectiveness | Social Good/Environment & Sustainability
Silver
Cannes Lions
2019
Cannes Lions
Creative Effectiveness
Grand Prix
NYF Advertising Awards
2019
NYF Advertising Awards
Activation & Engagement: Products & Services | Retail Stores & eCommerce
Best of Show
NYF Advertising Awards
2019
NYF Advertising Awards
Positive World Impact | Environment & Sustainability: Brand
Second Prize
NYF Advertising Awards
2019
NYF Advertising Awards
Direct & Collateral | Social/Environmental Good: Brand
Second Prize
NYF Advertising Awards
2019
NYF Advertising Awards
Direct & Collateral | Ambient
Finalist Certificate
NYF Advertising Awards
2019
NYF Advertising Awards
Public Relations: Best Use | Corporate Image
First Prize
NYF Advertising Awards
2019
NYF Advertising Awards
Public Relations | Retail Stores & eCommerce
Second Prize
NYF Advertising Awards
2019
NYF Advertising Awards
Public Relations | Social/Environmental Good: Brand
Second Prize
NYF Advertising Awards
2019
NYF Advertising Awards
Activation & Engagement | Cross-Platform
Third Prize
NYF Advertising Awards
2019
NYF Advertising Awards
Outdoor | Takeover
Finalist Certificate
NYF Advertising Awards
2019
NYF Advertising Awards
Direct & Collateral | Brave Work/Brave Client
Second Prize
NYF Advertising Awards
2019
NYF Advertising Awards
Activation & Engagement | Social/Environmental Good: Brand
Second Prize
NYF Advertising Awards
2019
NYF Advertising Awards
Activation & Engagement | Brave Work/Brave Client
Second Prize
NYF Advertising Awards
2019
NYF Advertising Awards
Avant-Garde/Innovative | Social/Environmental Good: Brand
Second Prize
NYF Advertising Awards
2019
NYF Advertising Awards
Direct & Collateral: Products & Services | Retail Stores & eCommerce
First Prize
The One Show
2019
The One Show
Creative Effectiveness | Creative Effectiveness
Silver Pencil
The One Show
2019
The One Show
Health, Wellness & Pharma | Public Relations
Silver Pencil
The One Show
2019
The One Show
Public Relations | Reputation Management
Silver Pencil
The One Show
2019
The One Show
Experiential & Immersive | Spaces & Immersive | Brand Installations
Silver Pencil
Cannes Lions
2018
Cannes Lions
Direct | Use of Ambient Media: Large Scale
Silver
Cannes Lions
2018
Cannes Lions
Sustainable Development Goals | Life on Land
Gold
Cannes Lions
2018
Cannes Lions
PR | Public Affairs & Lobbying
Silver
Cannes Lions
2018
Cannes Lions
Direct | Acquisition & Retention
Silver
Cannes Lions
2018
Cannes Lions
Direct | Launch / Re-launch
Silver
Cannes Lions
2018
Cannes Lions
Sustainable Development Goals | Responsible Consumption and Production
Silver
Cannes Lions
2018
Cannes Lions
Brand Experience & Activation | Brand-owned Experiences
Bronze
Cannes Lions
2018
Cannes Lions
Brand Experience & Activation | Customer Retail / In-store Experience
Silver
Cannes Lions
2018
Cannes Lions
PR | Use of Events & Stunts
Bronze
Cannes Lions
2018
Cannes Lions
Health & Wellness | Brand-led Education & Awareness | PR
Gold
Cannes Lions
2018
Cannes Lions
Sustainable Development Goals | Partnerships for the Goals
Silver
Cannes Lions
2018
Cannes Lions
Sustainable Development Goals | Good Health and Well-being
Bronze
Cannes Lions
2018
Cannes Lions
Brand Experience & Activation | Retail
Gold
Cannes Lions
2018
Cannes Lions
Direct | Retail
Gold
D&AD Awards
2018
D&AD Awards
Media | Use of Retail
Wood Pencil
D&AD Awards
2018
D&AD Awards
PR | Public Affairs Campaign
Wood Pencil
D&AD Awards
2018
D&AD Awards
Direct | Direct Response/Ambient
Graphite Pencil
CLIO Awards
2018
CLIO Awards
Public Relations | Public Affairs
Silver
CLIO Awards
2018
CLIO Awards
Integrated Campaign
Silver
CLIO Awards
2018
CLIO Awards
Brand Design | Direct Marketing
Shortlist
CLIO Awards
2018
CLIO Awards
Out of Home | Takeover
Gold
Cristal Festival
2018
Cristal Festival
Corporate & PR | Corporate Reputation / Corporate Responsibility
Sapphire (Silver)
Cristal Festival
2018
Cristal Festival
Promo & Activation | Best Goodvertising Campaign
Sapphire (Silver)
Cristal Festival
2018
Cristal Festival
Integrated
Grand Cristal
 

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