案例库 · 广告与公关 · 市场决策 · 2011
这条还没译成中文，下面是英文原文。
A Brazilian agency's fake Kia ad won two Cannes Lions, then lost both
Moma Propaganda entered an ad for Kia's dual-zone air conditioning that Kia says was never approved or ever run. It won, then Cannes took the Lions back.
Moma Propaganda · Kia Motors · 2011-06
怎么回事
At the June 2011 Cannes Lions festival, Brazilian agency Moma Propaganda entered a print and outdoor campaign for a Kia dual-zone air conditioning feature: a cartoon classroom scene implying a teacher lusting after a young female student, now cooled by separate climate zones. The work won a Silver Lion in Press and a Bronze Lion in Outdoor.
Kia said afterward that it had never approved the ad and that it had never run anywhere — a 'scam ad' made purely to submit to award juries, never intended to reach a real audience. Cannes organizers investigated and, on July 21, 2011, rescinded both Lions.
Five Brazilian creatives credited on the work, including chief creative officer Rodolfo Sampaio, were barred from entering the following year's festival — the first time Cannes tied a scam-ad case to a creator ban rather than just stripping the trophy.
为什么会这样
- The agency built a case-study-ready ad for an award jury rather than a client-approved campaign for an actual audience.
- No verification step existed at Cannes to confirm an entered ad had actually run before judging.
- The subject matter itself — implying attraction to a minor to sell a car feature — was already a bad bet even if it had run.
教训
An award built on work nobody actually ran is a liability waiting for the client to notice. Awards prove a jury liked a mockup, not that a campaign worked.
后来呢
Cannes tightened its stance on unrun entries in the years after, and the case became a standard reference in the industry's recurring debate over 'scam ads' — award-only work agencies produce to pad their trophy count rather than to sell anything.
资料来源
- Adweek — Agency Stripped of Cannes Lion Won for Scam 'Pedophilia' Ad
- Ad Age — Fake Kia Ad Gets 5 Brazilian Creatives Banned From 2012 Cannes Festival
发现哪里写错了？告诉我们。
类似的案例
这家公司栽倒的地方，别处有人漂亮地解开过。 第二意见 →
Comments · 0
登录 后就能评论。