LePub's Cannes case study sold 45,000 jerseys — the client said it never approved it

For Cannes Lions 2025, LePub São Paulo entered 'Followers Store', a campaign for New Balance and São Paulo FC: geo-targeted push notifications around the team bus offered fans exclusive jerseys, and the case film claimed the stunt drew 45,000 presales in a single day, with wide media coverage. It won a Bronze Lion in Brand Experience & Activation.

Then Brazilian journalist Demétrio Vecchioli checked the numbers: no evidence the presale ever happened, some outlets cited by the case had never covered the campaign or no longer existed, and influencer footage appeared edited. New Balance said it had never approved the submission. LePub's own investigation confirmed the worst: 'misleading and unverified results', no client approval, below the agency's standards.

The agency announced disciplinary action against those responsible; Felipe Cury — head of creative, co-president and co-founder of the São Paulo office — departed in July 2025, reportedly dismissed immediately after the announcement, and removed the work from his LinkedIn. The Bronze Lion was kept. A trophy on a shelf, a client in retreat, and a case study nobody would stand behind.