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 had been deceptive or unverifiable.
The “Followers Retailer” marketing campaign, which gained a Bronze Lion, centered on a geo-targeted push notification system that allegedly allowed followers close to the crew 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 components 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 shops cited within the case research both didn’t cowl the marketing campaign or not function in Brazil. Influencer movies featured within the submission could 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 had been made by LePub, the company chargeable for the motion, with out the information or approval of the model.”
In an announcement supplied to ADWEEK, a LePub spokesperson stated: “We’ve got zero tolerance for this kind of scenario and have launched a swift and thorough investigation in an effort to take the required disciplinary measures. At LePub we have now constructed our status with our purchasers for actual, impactful work, and we’re dedicated to holding these values to the best commonplace.”
The case web page for the marketing campaign has since been taken offline. In keeping with Vecchioli, LePub admitted to some inaccuracies however claimed Cannes Lions judges had been evaluating the inventive thought, not its outcomes.
This marks three latest 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 price financial savings from avoiding music licensing charges—prompting an apology from AB InBev subsidiary Ambev, although no guidelines had 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.
