Food retailer Carrefour wanted to highlight the absurdity of a French law that threatened biodiversity by dictating which types of seeds farmers could use to grow fruits, vegetables, and grains. Marcel Paris (@marcelagency) helped Carrefour create actual black markets within its stores to introduce consumers to the illegal varieties of products grown from illegal seeds. The print and film campaign also featured French farmers who could benefit from a change in the law, and the petition to change the law received over 85,000 signatures. In April 2018 a new law was passed allowing French farmers to grow previously prohibited seeds. This campaign received a prestigious Black Pencil at the D&AD Awards (@d_and_ad) in recognition of its contribution to the greater social good.