Cannes Creative Effectiveness Lions

Carrefour: Black Supermarket

Brand Carrefour
Agency Marcel
Advertiser Carrefour
Country France

Carrefour, the supermarket chain, proved its commitment to food quality and improved brand love through a direct campaign centred around a brand-owned experience in France.

The brand stocked and sold illegal products in its national stores, creating illegal Black Supermarkets – a stunt that revealed great-tasting products that were illegal to sell and produce.

Carrefour's petition to change the law accumulated over 83,000 signatures, and in April 2018 the European Parliament passed new legislation permitting farmers to grow and sell their own varieties.

Microsoft Xbox Design Lab Originals: The Fanchise Model – Turning Fans in Fanchises

Brand Xbox
Agency McCann London
Advertiser Microsoft
Country Global

Microsoft increased awareness and sales of the Xbox Design Lab by launching a new e-commerce platform that allowed gamers to buy and sell their own designs.

Tide: It's A Tide Ad

Brand Tide
Agency Saatchi & Saatchi New York
Advertiser Procter & Gamble
Country United States

Tide grew consumer loyalty in the US by hijacking popular and traditional ads with the message that if there are clean clothes, it's got to be a Tide ad.

Noblex: The All-In Promo

Brand Noblex
Agency DAVID Buenos Aires
Advertiser Newsan
Country Argentina

Noblex increased sales of its 4K HD TVs in Argentina by launching a promotion during the 2018 Football World Cup that offered refunds if the national team didn't qualify.