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Cannes Lions: Carrefour, Marcel Paris take creative business transformation Grand Prix

Campaign 24 Jun 2021 03:05

It’s day four of Cannes Lions, and the results for the creative business transformation and creative e-commerce Lions categories are in.

Marcel Paris won the Grand Prix in creative business transformation for Act for Food, for French supermarket chain Carrefour. The new business transformation category reflects the campaigns that showed a strong brand purpose and made an impact on business.

Created with production company Control Films, Act for Food aims to transition to ecologically sustainable food production. Carrefour successfully campaigned to change a law that forbade the cultivation and sale of farmer seeds in France, resulting in a global program for food transition. The retailer also changed its business model to finance organic farmers and products. 

In the U.S., AB InBev’s Contract for Change, with FCB Chicago for Michelob Ultra Pure Gold, was honored with the Gold Lion. The work, which has won multiple awards throughout the week, aims to eliminate barriers for farmers to transition to organic farming practices. The contract includes a commitment from AB InBev to buy crops during the transition, including non-organic acres, at a 25% higher price. 

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