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ANDY Awards

Creative Award
New York, United States
Carrefour - "Black Supermarket" by ANDY Awards 2019

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TitleBlack Supermarket
Agency
Campaign Black Supermarket
Advertiser Carrefour
Brand Carrefour
PostedAugust 2018
Business Sector Department Stores, Supermarkets
Story Since the 1990s, Carrefour has fought for a more sustainable agriculture for the planet, farmers’ rights, and consumers’ health. But nobody knows it.;At the same time, as we were developing organic agriculture in France, we came against an insurmontable obstacle: the law. 90% of farmable varieties have already disappeared worldwide since the 20th century. Among the rest, only 3% are allowed. Why? Because an absurd European law forbids all « farmers’ varieties ». They would be tremendous assets for the development of organic agriculture. But only hybrid, pesticide-resistant seeds - patented by the agro-chemical industry - are authorized.
Media Type Web Film
Length
More Information https://www.lovethework.com/entries/509275
AI Description The Carrefour 'Black Supermarket' campaign, set against a black-and-white backdrop, highlights the absurdity of European seed laws—laws that only allow chemically modified, hybrid seeds. Carrefour reveals the illegal nature of 97% of seed varieties worldwide, presenting a clear argument for biodiversity and sustainability. It campaigns for change by building farmers' coalitions, collecting petitions, and facing potential legal consequences for selling these 'illegal' varieties in their supermarkets. A powerful quote from Thomas Jefferson sets the tone: "If a law is unjust, it's not only right to disobey it. It is obligated." The video, narrated with urgency and conviction, details Carrefour's commitment to working with local farmers, drawing attention from media outlets, and ultimately participating in legislative change that allows freedom in seed cultivation. The ad showcases the visual saga of documentary-style shots of healthy seeds, verdant fields, and layered text emphasizing the movement's reach.
Advertiser Supervisors Philippe Thobie
Advertiser Supervisors Laure Lamoure
Advertiser Supervisors Jennifer Peyre
Creative Chairman Anne de Maupeou
Chief Creative Officer Dimitri Guerassimov
Chief Creative Officer Fabien Teichner
Creative Director Gaëtan du Peloux
Creative Director Youri Guerassimov
Copywriter Antonin Jacquot
Art Director Clément Sechet
Art Director Assistant Sophie Larivière
Digital Art Director Eulalia Bartolomeu
CEO Christian Verger
CEO Pascal Nessim
CEO Charles Georges-Picot
Account Supervisor Aurélie Fossoux
Account Manager Noëlla Neffati
Assistant Account Manager Olivia Baranes
Project Manager Claire Sioufi
CSO & Managing Partner Nicolas Levy
Strategic Planner Sarah Lemarié
Social Media Manager Julien Petit
Model Maker Mathieu Andrieu
Model Maker Karine Pouessel
Stunt Producer Corine Guedj
Producer Gaël Cheval
Production Manager Elise Gangneux
Photographer Eric Fenot
Director Edouard Le Scouarnec
Producer Manon Leurent
Production director Amine Ketem
Entrant Company CARREFOUR
Idea Creation MARCEL
Production PRODIGIOUS
Production ICONOCLAST
Production NIGHTSHIFT
Production GUM
Production DMBM