Cannes Lions 2025 rocked by multiple controversies over AI, authenticity, and licensing

This year’s Cannes Lions has been marred by controversy, with multiple campaigns withdrawn over manipulated content and questionable claims, raising serious concerns about the role of AI and truthfulness in awards submissions.

The most high-profile fallout involves DDB-owned Brazilian agency DM9, whose ‘Efficient Way to Pay’ campaign for Whirlpool’s Consul brand was stripped of its Creative Data Grand Prix and a Bronze Lion in Creative Commerce. The agency admitted to using AI-generated and manipulated footage in the case study, simulating real-world results and misleading the jury.
 

In an official statement, Cannes Lions confirmed that after a thorough investigation with DM9 and independent auditors, the entry was mutually withdrawn along with the Grand Prix and associated prizes.

 

DM9 also voluntarily withdrew two other award-winning campaigns, 'Plastic Blood' for OKA Biotech and 'Gold = Death' for Urihi Yanomami, acknowledging that “the level of legitimacy does not meet the necessary standard.”

 

In a LinkedIn post, DM9 co-president and CEO Pipo Calazans said, “We want to express our sincerest apologies for this situation.” The agency stressed that Consul was not involved in the errors and announced plans to create an AI Ethics Committee to establish guidelines for responsible AI use. Additionally, co-president and chief creative officer Ícaro Doria stepped down, taking “full responsibility for the incident.”

 

 

CNN Brasil, whose footage was manipulated in the case study, issued a formal complaint against the agency, but announced it “will take no further action” after DM9 publicly apologised for the incident.

Tightening rules in the AI age

n response to the controversy, Cannes Lions has announced new measures for 2025, including mandatory AI disclosure at entry, an updated Code of Conduct, content detection tools, and a new adjudication panel including AI and ethics experts.

The festival said these steps were needed to “reinforce the commitment to honouring work that upholds the highest standards of truth, fairness, transparency, and creative excellence.”

LePub São Paulo also under scrutiny

Separately, LePub São Paulo is under fire over claims that its ‘Followers Store’ campaign for New Balance and São Paulo FC, a Bronze Lion winner, included unverifiable data and misleading endorsements.

Journalist Demétrio Vecchioli found no evidence of the presale or cited results. Some media outlets named in the case study did not cover the campaign or no longer exist, and influencer content may have been edited without disclosure. New Balance said it did not approve or review the case study. LePub has launched an internal investigation.

A spokesperson told Adweek: “We have zero tolerance for this sort of situation… and are committed to holding those values to the highest standard.”

 

 

Separately, LePub São Paulo is facing scrutiny after journalist Demétrio Vecchioli alleged that key data and endorsements in its Cannes Lions-winning 'Followers Store' campaign for New Balance and São Paulo FC were misleading or unverifiable.

 

The campaign, which won a Bronze Lion, claimed a geo-targeted push notification allowed fans to preorder 45,000 exclusive jerseys in one day, supported by strong media coverage and influencer videos. However, Vecchioli found no evidence the presale occurred, noted some cited media outlets didn’t cover the campaign or no longer exist, and suggested influencer content may have been edited without disclosure. New Balance said it was unaware of and did not approve the case study, which LePub is now reviewing.

 

Budweiser campaign draws fire despite rule compliance

Meanwhile, Africa Creative DDB São Paulo’s ‘One Second Ads’ campaign for Budweiser—which won a Grand Prix in Audio & Radio—faced backlash for using ultra-short song clips to avoid music licensing fees. While the campaign did not violate any formal rules, it prompted public criticism and an apology from parent company Ambev, which said:

“We deeply respect artists… we’re sorry and are working to resolve this.”