LePub São Paulo is going through scrutiny over its Cannes Lions-winning case research for New Stability and São Paulo FC after Brazilian journalist Demétrio Vecchioli printed an investigation on LinkedIn alleging that key efficiency knowledge and endorsements featured within the award entry have been deceptive or unverifiable.
The “Followers Retailer” marketing campaign, which received a Bronze Lion, centered on a geo-targeted push notification system that allegedly allowed followers close to the workforce bus en path to a match to preorder an unique São Paulo FC jersey. The case video claims the restricted drop offered 45,000 shirts in a single day, citing large fan engagement and widespread media protection. Nonetheless, a number of parts of the case have been referred to as into query.
Vecchioli’s reporting discovered no public proof the push notification-based presale ever occurred. A number of media retailers cited within the case research both didn’t cowl the marketing campaign or not function in Brazil. Influencer movies featured within the submission might have been taken out of context or edited in ways in which weren’t disclosed, in accordance with the journalist.
New Stability, for its half, instructed Vecchioli that it was unaware the case had been submitted and didn’t approve its contents. The sneaker model reportedly instructed Vecchioli that “all supplies associated to the submission have been made by LePub, the company accountable for the motion, with out the data or approval of the model.”
In a press release offered to ADWEEK, a LePub spokesperson mentioned: “We have now zero tolerance for this form of scenario and have launched a swift and thorough investigation with a view to take the mandatory disciplinary measures. At LePub we now have constructed our fame with our purchasers for actual, impactful work, and we’re dedicated to holding these values to the very best normal.”
The case web page for the marketing campaign has since been taken offline. In response to Vecchioli, LePub admitted to some inaccuracies however claimed Cannes Lions judges have been evaluating the inventive thought, not its outcomes.
This marks three current Cannes Lions controversies involving Brazilian company networks: two inside DDB’s Omnicom flag—DM9 and Africa Inventive—and now one from Publicis’ LePub. Earlier this week, DM9 admitted to “errors within the manufacturing and submission” of its Grand Prix-winning marketing campaign for Whirlpool’s Consul model after it was revealed that the case research video included manipulated footage, together with a phase from CNN Brasil. The company’s co-president and CCO Icaro Doria stepped down following that revelation.
In the meantime, Africa Inventive confronted backlash over its Grand Prix-winning Budweiser marketing campaign, in accordance with Advert Age, which promoted value financial savings from avoiding music licensing charges—prompting an apology from AB InBev subsidiary Ambev, although no guidelines have been formally damaged.
Cannes Lions organizers haven’t but commented on the LePub case. ADWEEK has reached out to São Paulo FC and New Stability for additional remark.
