LePub São Paulo is facing scrutiny over its Cannes Lions-winning case study for New Balance and São Paulo FC after Brazilian journalist Demétrio Vecchioli published an investigation on LinkedIn alleging that key performance data and endorsements featured in the award entry were misleading or unverifiable.
The “Followers Store” campaign, which won a Bronze Lion, centered on a geo-targeted push notification system that allegedly allowed fans near the team bus en route to a match to preorder an exclusive São Paulo FC jersey. The case video claims the limited drop sold 45,000 shirts in a single day, citing massive fan engagement and widespread media coverage. However, multiple elements of the case have been called into question.
Vecchioli’s reporting found no public evidence the push notification-based presale ever occurred. Several media outlets cited in the case study either did not cover the campaign or no longer operate in Brazil. Influencer videos featured in the submission may have been taken out of context or edited in ways that were not disclosed, according to the journalist.
New Balance, for its part, told Vecchioli that it was unaware the case had been submitted and did not approve its contents. The sneaker brand reportedly told Vecchioli that “all materials related to the submission were made by LePub, the agency responsible for the action, without the knowledge or approval of the brand.”
In a statement provided to ADWEEK, a LePub spokesperson said: “We have zero tolerance for this sort of situation and have launched a swift and thorough investigation in order to take the necessary disciplinary measures. At LePub we have built our reputation with our clients for real, impactful work, and we are committed to holding those values to the highest standard.”
The case page for the campaign has since been taken offline. According to Vecchioli, LePub admitted to some inaccuracies but claimed Cannes Lions judges were evaluating the creative idea, not its results.
This marks three recent Cannes Lions controversies involving Brazilian agency networks: two within DDB’s Omnicom flag—DM9 and Africa Creative—and now one from Publicis’ LePub. Earlier this week, DM9 admitted to “errors in the production and submission” of its Grand Prix-winning campaign for Whirlpool’s Consul brand after it was revealed that the case study video included manipulated footage, including a segment from CNN Brasil. The agency’s co-president and CCO Icaro Doria stepped down following that revelation.