The recent scandal involving Brazilian agency DM9, which lost its Grand Prix after using AI-generated content to fake campaign results, is not the first time the Cannes Lions Festival has come under fire.
Over the years, the world’s biggest advertising awards show has faced several embarrassing moments tied to false or misleading campaign entries.
In 2010, just minutes before the ceremony, Cannes Lions disqualified a Grand Prix-winning campaign by Ogilvy Mexico for Scrabble. It was discovered that the same campaign had already been submitted in 2008, breaking the rules.
Also Read: Why DM9 lost its Cannes Lions grand prix: A cautionary tale for the creative industry
In 2016, Grey Group Singapore had to return a Bronze Lion for its “I Sea” app. The app claimed it could help users spot refugees in danger through satellite images, but critics found out the app didn’t work at all. It was removed from the App Store, and the charity involved distanced itself from the campaign.
These past incidents—now joined by the DM9 case in 2025—show a repeated pattern of agencies overstating or faking campaign results to win top awards. With the rise of AI, the risks are even higher, and Cannes Lions is now under more pressure to strengthen its rules and protect the credibility of the festival.
The DM9 case is especially surprising to many in the industry because of the agency’s strong legacy. DM9 is a well-known advertising agency based in São Paulo, Brazil. It is famous for bold creativity, powerful storytelling, and shaping the Brazilian advertising industry. Founded in 1975 and later acquired by DDB Worldwide, DM9—now known as DM9DDB—has won many international awards, including previous Cannes Lions.
With a reputation for combining data, technology, and emotional storytelling, DM9 has worked with major brands across different sectors like telecoms, retail, and finance. Its team of top creatives and strategists has produced many memorable and culturally relevant campaigns.
That’s why the 2025 scandal stands out—not just because of what happened, but because it involved an agency that had long been seen as a creative leader.
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