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Comprehensive review raises questions over nine of 20 Australian Press Lions entries

An exhaustive review by Mumbrella of every local entry into this year’s Cannes Press Lions has raised questions about at least nine of the 20 campaigns entered from Australia this year.

Samsung 'The dog and the cat'

Samsung ‘The dog and the cat’

The additional campaigns where Mumbrella has been unable to find evidence of them having run in mainstream media include two from Leo Burnett Sydney which promote safe driving messages for Samsung, and one from Saatchi & Saatchi Sydney, for mineral water brand Capi.

Another campaign by Leo Burnett Sydney for Bundaberg Rum has also raised questions about whether the same version entered for the awards ran in print.

Earlier this month Mumbrella readers raised questions about Bronze Lion winning work for McDonald’s by DDB Sydney and a Silver Lion winning Panasonic campaign by Saatchi & Saatchi Sydney.

It later emerged that the McDonald’s campaign ran only in suburban newspaper The Rouse Hill Times on the final day it would qualify for this year’s Cannes contest, while Mumbrella was unable to find evidence of the Panasonic campaign running at all. Yesterday McDonald’s CMO Mark Lollback suggested the brand was a victim of “tall poppy syndrome” over the questions being raised by Mumbrella.

In addition to the two award-winning campaigns, Mumbrella has previously reported on a further three campaigns which ran just once in cheap, small circulation outlets. They were by JWT Sydney, for Johnson & Johnson products Banlice and Band-Aid, and for packaging firm InXpress which was created by photography studio Freeway Reps working with Saatchi & Saatchi staff on a personal basis.

The issue of “scam” ads is a growing one for the advertising industry, with claims that some work is created to win awards, rather than solve clients’ marketing problems. A hallmark of scam advertising is when work for a major brand appears only once, in a low cost publication, close to an entry deadline.

The agencies and clients responsible for the following four campaigns have failed to respond to Mumbrella’s requests for comment sent last Tuesday, whilst searches by media monitor Ebiquity of main media outlets have failed to uncover where any of the following executions ran. (You can see each execution from the following campaigns at the end of the article).

Capi – Saatchi & Saatchi Sydney:

Three  executions were entered for drinks brand Capi by Saatchi & Saatchi Sydney.  The trio entitled ‘Alpine Marmot’, ‘Marathon Cyclists’ and ‘Toilet’ play on the Italian sounding name of the brand but play on various gross-out aspects of things that happen in Italy using the tagline ‘Sounds Italian, thank God it’s not’. The campaign also featured three radio executions.

Capi 'Marathon Cyclists'

Capi ‘Marathon Cyclists’

Samsung ‘S-Drive’: Leo Burnett Sydney

Three executions were entered for Samsung ‘S-Drive’ by Leo Burnett Sydney. The ads called ‘Crossing’, ‘Forest’ and ‘Intersection’ show the distance you would travel as you sent a message, and the damage you could do. The ‘S-Drive’ program ran a a pilot around the Newcastle area of NSW in March this year, and aimed to promote safer driving by turning any Samsung phone into a device that collects rewards the further someone drives without touching it.

Samsung 'Intersection'

Samsung ‘Intersection’

Samsung ‘Texting and Driving’: Leo Burnett Sydney 

Three executions were entered for the Samsung ‘Texting and Driving’ campaign by Leo Burnett Sydney. The ads, called ‘Pop’, ‘The dog and the cat’ and ‘Boom’ show animated versions of everyday objects which traditionally do not go together, and end with the line ‘Texting and driving. Keep them separate’.

Samsung 'Pop'

Samsung ‘Pop’

Bundaberg Rum:  Leo Burnett  Sydney

One execution of the ‘Bundy’ campaign was entered. The execution celebrates the 125th anniversary of Bundaberg Rum and is designed to look like a carving with the words ‘A monumental occassion’ and ‘celebrating 125 years of Bundaberg Rum’. It also has a “plaque” underneath it which reads ‘The Rumnaissance’.

Bundy for Diageo

‘Bundy’ for Diageo

A search by media monitoring firm Ebiquity was only able to turn up a version of this execution which ran in Brisbane’s Courier Mail in November 2013. However, the double page image is subtly different as it carries a Dan Murphy’s logo and a Bundaberg logo, and is missing the plaque underneath which reads “The Rumnaissance”. Under the rules of the Lions all work must be entered “as it ran”.

The Bundaberg execution as it ran in the Courier Mail

The Bundaberg execution as it ran in the Courier Mail

The following 11 campaigns were also entered in the Press Lions:

AWARD School: Saatchi & Saatchi

Three executions of a campaign for the Communications Council’s AWARD School were entered. The three executions called ‘Shat’, ‘Shoot’ and ‘Stab’, which were covered in the trade media when they launched, take anonymous comments from Campaign Brief criticising creative work and end with the line ‘Prepare yourself for the real world of advertising’.

AWARD 'Shat'

AWARD ‘Shat’

Saatchi & Saatchi Sydney failed to respond to Mumbrella’s requests for comment on where these ads ran. However, the Communications Council said the ad ran in print in free Sydney music magazine The Brag in April, although it has not confirmed whether it ran more than once.

Coopers Brewery: Showpony Advertising

One execution for Coopers Brewery was entered by Showpony Advertising. Called ‘Behind every good festival’ the execution uses festival posters plastered onto a Coopers bottle and highlights the brewer’s sponsorship of the Adelaide Festival. The agency said it ran in the Adelaide Advertiser on February 23.

'Behind every good festival' for Coopers Brewery

‘Behind every good festival’ for Coopers Brewery

Nissan GTR: Whybin\TBWA Melbourne

Whybin\TBWA Melbourne entered three ads from a Nissan GTR campaign. Called ‘Signature’, ‘Happy Birthday’ and ‘Quick Brown Fox’ they illustrate how far an action you could get before the car has accelerated to 100kph. The agency confirmed the ads ran in the April version of supercar magazine EVO as full pages, and says it has since appeared in May, June and July issues of the magazine. The agency says it is expected to roll out further later this year.

Nissan 'Signature'

Nissan ‘Signature’

Nissan: Whybin\TBWA Melbourne

Ano ad for Nissan called ‘Take Off’ was eneered by Whybin\TBWA Melbourne. It shows a car in what appears to be a take off for a space shuttle with a plume of smoke behind it, which can also be viewed as it running across a salt flat for the Nissan Patrol. The agency said it featured in a number of newspaper magazine insertions, including the Australian Financial Review Magazine.

'Take off' for Nissan

‘Take off’ for Nissan

The following executions were for charities or not-for-profit organisations which ran in multiple publications.

RSPCA Queensland: Engine group

Brisbane’s Engine Group entered four executions. The executions, called ‘Pig’, ‘Chicken’, ‘Dog’ and ‘Cat’ juxtaposed the animals with a different human feature with a different strapline for each highlighting how similar that animal is to a human. The executions ran in several publications in Queensland including the mX Brisbane, QNews and Toowoomba Telegraph with pro-bono placements according to the agency.

RSPCA 'Chicken'

RSPCA ‘Chicken’

Doggie Rescue: M&C Saatchi

Two ads for Doggie Rescue by M&C Saatchi were entered. Called ‘TV’ and ‘Couch’ show dogs stood on a pile of furniture with a human hand reaching out and the strapline ‘Rescue a dog and it will do the same for you’. According to the agency the ads ran several publications during March, including the Daily Telegraph, Recipes+ and TV Week, as well as niche publications including Backyard Design and Garden Ideas and Small Gardens, Balconies and Courtyards in April and June.

'Couch' for Doggie Rescue

‘Couch’ for Doggie Rescue

Australian Indigenous Education Fund: Host

Host entered one execution of the #IndigenousPM campaign for the Australian Indigenous Education Fund. The campaign shows an indigenous man stood in the Prime Minister’s office with the words ‘This will never happen’ emblazoned across it. The campaign ran as a teaser last May in The Australian, before two reveal ads later that week showed who the ads were for.

Australian Indigenous Education Fund '#IndigenousPM'

Australian Indigenous Education Fund ‘#IndigenousPM’

Lost Dog’s Home: GPY&R Melbourne

Two executions entitled ‘Intern’ and ‘CEO’ for The Lost Dogs Home were entered by George Patterson Y&R Melbourne. The executions, for the ‘Human Walking Program’ use large text setting out a problem which applies to lost dogs, and a small picture of a person ending with the line ‘Let a dog rescue you’. GPY&R said the executions ran in mX Melbourne and Herald Sun across a three week period leading up to the event on April 4.

The Lost Dogs Home 'Intern'

The Lost Dogs Home ‘Intern’

The following campaigns were print executions which ran as part of wider campaigns:

Harley-Davidson: 303Lowe Sydney 

303Lowe entered one execution from the ‘Harley Book Club’campaign. The campaign was to promote the new Harley-Davidson 2014 catalogue, and shows a group of bikers sat around reading books and drinking tea. The agency, which represents both creative and media duties for the brand, said the execution ran in a number of motorbike publications from October to December last year including Australian Motorcyle News, Live to Ride, Cycle Torque, OzBiker, Just Bikes, Heavy Duty, Fuel Magazine and Riding On.

Harley Davidson 'Harley Book Club'

Harley Davidson ‘Harley Book Club’

Tourism Victoria: ClemengerBBDO Melbourne

ClemengerBBDO Melbourne entered two executions for the Tourism Victoria ‘Remote Control Tourist’ campaign. The executions show colourful cartoon images of heads with hats with cameras on, saying ‘Watch and control October 9-13’. The executions ran in Good Weekend, Q Magazine and Elle.

Tourism Victoria 'Remote Control Tourist'

Tourism Victoria ‘Remote Control Tourist’

City of Perth: Marketforce

Perth agency Marketforce entered three executions for the City of Perth. The text-heavy adverts relay a story about someone having a frustrating day at home ending with the line ‘Don’t waste your time in the suburbs’. The agency says they ran in March and May this year in the two major newspapers in Perth, The Sunday Times and The West Australian.

City of Perth 'Lawnmower'

City of Perth ‘Lawnmower’

Alex Hayes and Miranda Ward

Below is every execution entered by an Australian agency to the 2014 Cannes Lions competition:

Samsung 'Pop'

Samsung ‘Pop’

Samsung 'The dog and the cat'

Samsung ‘The dog and the cat’

Samsung 'Boom'

Samsung ‘Boom’

Samsung 'Intersection'

Samsung ‘Intersection’

'Forest' for Samsung

‘Forest’ for Samsung

'Crossing' for Samsung

‘Crossing’ for Samsung

'TV' for Doggie Rescue

‘TV’ for Doggie Rescue

'Couch' for Doggie Rescue

‘Couch’ for Doggie Rescue

Australian Indigenous Education Fund '#IndigenousPM'

Australian Indigenous Education Fund ‘#IndigenousPM’

Nissan 'Signature'

Nissan ‘Signature’

Nissan 'Quick Brown Fox'

Nissan ‘Quick Brown Fox’

Nissan 'Happy Birthday'

Nissan ‘Happy Birthday’

'Take off' for Nissan

‘Take off’ for Nissan

RSPCA 'Pig'

RSPCA ‘Pig’

RSPCA 'Chicken'

RSPCA ‘Chicken’

RSPCA 'Dog'

RSPCA ‘Dog’

 

RSPCA 'Cat'

RSPCA ‘Cat’

City of Perth 'Watching TV'

City of Perth ‘Watching TV’

City of Perth 'Totem Tennis'

City of Perth ‘Totem Tennis’

City of Perth 'Lawnmower'

City of Perth ‘Lawnmower’

Harley Davidson 'Harley Book Club'

Harley Davidson ‘Harley Book Club’

'Behind every good festival' for Coopers Brewery

Coopers Brewery ‘Behind every good festival’

The Lost Dogs Home 'Intern'

The Lost Dogs Home ‘Intern’

'CEO' for The Lost Dogs Home

‘CEO’ for The Lost Dogs Home

Tourism Victoria 'Remote Control Tourist'

Tourism Victoria ‘Remote Control Tourist’

Tourism Victoria 'Remote Control Tourist'

Tourism Victoria ‘Remote Control Tourist’

AWARD 'Shoot'

AWARD ‘Shoot’

AWARD 'Shat'

AWARD ‘Shat’

AWARD 'Stab'

AWARD ‘Stab’

Capi 'Alpine Marmots'

Capi ‘Alpine Marmots’

Capi 'Marathon Cyclists'

Capi ‘Marathon Cyclists’

Capi 'Toilet'

Capi ‘Toilet’

Diageo 'Bundy'

Diageo ‘Bundy’

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