“We discovered a series of errors in the production and delivery of the video that accompanies one of our cases awarded at the Festival. For this situation, we would like to express our apologies”, Have indicated from the Brazilian creative agency DM9.

These are the words issued in a statement published through its profile on LinkedIn and signed by Pipo Calazans, co-president of the agency, in which they ensure that, given the accusations of alleged manipulation of the information of a videocase, they have mobilized “to investigate the facts with transparency and responsibility”

And is that the International Creativity Festival Cannes Lions is investigating the Grand Prix of the Creative Data category, delivered to DM9, part of the DDB network, by “EFFICIENT WAY TO PAY” (Efficient payment method), a campaign made for the appliance store Consult Appliances.

As reported Ad age A few days ago, the Video manipulation Case study presented with false information. The media claimed to have received a video from an anonymous source in which it is stated that the agency altered certain aspects of the video car, including the testimony of a client, a fragment of the Ted Talk Talk of the Senator of North Carolina, Deandrea Salvador; and a report from the Brazilian CNN.

From Reason.WHY We have contacted the organization of Cannes Lions to learn more about the current situation of this case, and we will update the news when we receive more information.

“We take all accusations of this nature very seriously”, Said a spokeswoman for Cannes Lions in the middle in response to a consultation on the accusation.”We will thoroughly investigate the accusations and inform them about the result”
The organization has not clarified whether it is investigating the entire work or only parts of the proposal.

For his part, Icaro Doria, creative director of DM9, confirmed the investigation of Cannes Lions A Ad agestating that it is related to the proposal, but pointing out that the work is legitimate.

In addition, according to the media, a CNN spokesman confirmed that CNN Brazil filed a formal complaint to DM9 and Whirlpool for the manipulated use of the images. The journalist who appears in the video of the practical case left CNN Brazil in December 2022, according to the spokesman.

In addition to presenting their apologies, from DM9 they affirm that they have promoted different measures to address the situation. Icaro Doria, co-president and creative director of DM9, assumes all the responsibility of the incident; And they say they have prioritized the Transparent dialogue with employees and customersespecially with consultation, “a brand for which we feel deep respect and had no relationship with errors”

“We are taking the necessary and provided measures, including the improvement of our routines, the reinforcement of security in the agency processes and the strengthening of the guidelines of our Code of Conduct, a document that guides the behavior on various fronts and expresses our commitment to the highest ethical standards”, Comment from the agency.

In addition, they point out that they will establish a Artificial Intelligence Ethics Committee, With the participation of external and independent members of different segments, to establish guidelines, promote debates and promote the responsible use of this technology. “We want to deepen the dialogue with all the actors in the industry, helping to ensure that the use of AI is always aligned with the principles of truthfulness, respect and image rights”, They expose
From these comments it could be inferred that the alleged manipulation could have been done using artificial intelligence.

“For us, this episode reinforces not only the importance of deepening the debate on the application of new technologies, such as the use of AI in the advertising industry, but also reaffirms our conviction that success is not only the result of talent and creativity, but also a reflection of our way of working and interacting, with a solid commitment to ethics and integrity”, Concludes Pipo Calazans.

DM9 has won a total of 21 lions in this edition of Cannes Lions. For his part, DDB Worldwide was named Network of the year of the Cannes Leones.

The work that is being investigated andS “EFFICIENT WAY TO PAY”,A campaign that has sought solutions that relieve the economic situation of consumers. The campaign raised a new payment model, so that Brazilian families were made with new Consult appliances and had the possibility of paying them for deadlines thanks to money saved in their energy invoices.

According to Tina Allan, global director of data and intelligence of FCB and president of the jury of the category, the work has established a new reference on how data can boost innovation and a significant impact. “He redefined our conception of financing and showed that creative data can help brands become true allies to solve real world challenges, for communities, companies and beyond“He said.

As collected Ad agethis is not the first time in which DM9 has starred in the debate around the authenticity of the works presented to festivals. Nor is it the first time for Cannes Lions, who has already faced situations related to Truchos or campaigns that really never came to see the light.

The medium points to a gold lion won in 1999 for a campaign made for the Kétchup of the Parmalat brand. Specifically, to a graph for print media entitled “Tongue” (Language) and of which it was said that, it had not really been activated in any space. The agency assured at the time that the announcement was executed in June 1999, supposedly two months after the period of acceptance of candidacies, in a magazine on motor racing published by the SISAL company.