How do you measure the effectivity of a campaign? For “Black Supermarket” by MARCEL Paris for Carrefour, its effectiveness was measured by how it was able to change a law that barred naturally grown produce from being sold to the general public. And it is this accomplishment that makes the campaign worthy to be named as the Grand Prix Winner for the Creative Effectiveness track for Cannes Lions Festival for Creativity 2019.
Winning the Creative Effectiveness Grand Prix at #CannesLions this year… It's @MarcelAgency for @carrefourgroup's #BlackSupermarket! #CannesLions https://t.co/RlLnJpEM3n
— LIONS | The Home of Creativity (@Cannes_Lions) June 20, 2019
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The Black Supermarket had a simple mission – to raise the awareness on the illegality of organic and naturally grown produce. By literally creating a black supermarket and complimenting it with an array of campaigns in various platforms, consumers were soon made aware of how their real choices were limited to lab-grown and pesticide resistant hybrid varieties.
And after eight months of legal battle and almost consistent media coverage, the campaign eventually won, creating the change Carrefour and MARCEL Paris sought out to accomplish.
Other gold lions winners that created effective campaigns include:
