Within the weeks after Cannes Lions, company trophies usually glitter of their cupboards, case examine movies are filed away, and champagne glasses are rinsed clear. However this yr, the post-festival glow has been marred by controversies, withdrawn prizes, and public apologies.

From AI-manipulated case research to seemingly unverifiable marketing campaign outcomes and accusations of greenwashing, the trade’s largest celebration is presently on the middle of a number of scandals.

In mild of the controversies, organizers advised ADWEEK they plan to “take energetic steps to evolve the Awards course of,” together with “a sequence of enhanced measures to make sure that the awards stay strong within the period of artificial content material, media, and generative AI,” corresponding to obligatory AI disclosure and detection instruments.

“As at all times, we’ll seek the advice of with the trade and share any additional evolutions, overtly and transparently, prioritizing the long-term integrity of the Lions,” a Cannes Lions spokesperson stated.

ADWEEK breaks down the scandals which have already solid a protracted shadow over the 2025 awards.

This text will likely be up to date as new developments emerge.

1. DM9’s Grand Prix Withdrawn Over AI Misuse

What occurred: Brazil’s DM9, owned by DDB, agreed handy again its Artistic Information Grand Prix and a Artistic Commerce Bronze Lion for “Environment friendly Option to Pay” for Whirlpool’s Consul model, after admitting to utilizing AI-altered footage, together with clips lifted from CNN Brasil, in its case movie.

CNN filed a grievance, and DM9 issued an apology, pledging to impose inside AI safeguards. In the meantime, its co-president and CCO, Icaro Doria, stepped down and took “full responsibility.”

Cannes Lions discovered the video had used “AI-generated and manipulated content material… to simulate real-world occasions.” Organizers confirmed DM9 additionally voluntarily withdrew two different successful campaigns: “Plastic Blood” for OKA Biotech and “Gold = Demise” for Urihi Yanomami.

DM9 assertion: DM9 co-president and CEO Pipo Calazans stated on LinkedIn: “We wish to categorical our sincerest apologies for this case.” The company said Consul was not concerned within the errors.

Cannes Lions assertion: “This breaches the Cannes Lions entry guidelines on factual illustration and undermines the belief positioned within the work by our juries and the broader group,” a Cannes Lions spokesperson stated.

2. LePub São Paulo’s “Followers Retailer” Case Research Underneath Scrutiny