American advertising contest One Show seem to be entering into a "Dubai Lynx" scandal. One of this year's winning entries from DDB Brazil for the WWF is a....you guessed it: fake. In addition, advertising is trying to exploit the terrorist attack on the World Trade Center.
The text reads "The tsunami killed 100 times more people than 9/11. The planet is brutally powerful. Respect it. Preserve it. www.wwf.org ".
The indignation of bloggers was great. "This is everything that's wrong with the creative end of this business, all wrapped up in one shitty ad." Comment on Agency Spy.
Fairly quickly it came up that it was DDB Brazil, which made the ad in May and won the prize at the Office One Show.
Why the WWF commercial showed up at the moment is unclear. It has not been seen before, not even in May when it won the One Show. There was an explanation. Last night the WWF issued a press release in which the organization condemned the ad and declares that they have nothing to do with it. According to WWF, the DDB Brazil, or "outside advertising agency" as it says in the press release, presented advertising for the WWF, which promptly was turned down.
Earlier this year, it became a great scandal at the Dubai Lynx when it became apparent that a wide range of contributions from the agency, FP7 Doha was false, fictitious and not approved by the customers.