Not every story that makes global headlines stays there. Some stories, if you read between the lines, echo closer to home than we’d like to admit. The recent scandal surrounding the Cannes Lions International Festival of Creativity is one of those.
Cannes Lions is often referred to as the Oscars of advertising, a platform where the most creative, impactful, and trendsetting work from across the globe is awarded. It’s a place where agencies dream of being recognised, where careers are made, and brands get a spotlight they can carry for years. But what happens when the credibility of such a celebrated stage starts to crack?
In June 2025, Brazilian agency DM9 (part of Omnicom’s DDB network) found itself at the centre of controversy after winning the Creative Data Grand Prix for its campaign “Efficient Way to Pay” for Whirlpool’s Consul brand. The problem? An anonymous whistleblower revealed that the campaign’s case study video was heavily manipulated, containing AI-generated testimonials, a doctored TED Talk, and repurposed news clips. Essentially, a story meant to show real-world impact was fabricated for the sake of a shiny trophy.
Cannes Lions acted swiftly. After an internal investigation, the Grand Prix was officially revoked. DM9 voluntarily withdrew two more campaigns. The agency’s co-president stepped down, and Cannes began rolling out stricter protocols, requiring AI disclosure, forming an ethics panel, and reinforcing jury verification processes. It was a rare moment of transparency and self-correction in an industry not always known for it.
But as I followed the story unfold, one thought kept repeating in my mind: This doesn’t only happen on international stages. It happens here, too. But nobody talks about it openly – all we hear are whispers, like it’s an open secret.
Locally Speaking: What Are We Rewarding?
Over the past few years, Pakistan’s advertising and creative industry has truly grown both in size and in spirit. We’ve gone from occasional award ceremonies to a year-round calendar of digital media celebrations, brand galas, marketing summits and creative award shows. On the surface, that’s something to take pride in. It shows we’re investing in ideas, applauding innovation and recognising the brilliant work being done in our own backyard.
As someone who’s spent over two decades immersed in this world, as a communication designer, writer, editor and curious observer, it’s genuinely heartening to see creativity being celebrated more than ever. And yet, amidst all the energy and excitement, I find myself quietly reflecting: how do we make sure we’re rewarding the right things? And if every system is perfectly merit-based, then why the hush-hush talk about what may be going on behind closed doors.
This isn’t a criticism. It’s more of an invitation to pause, reflect and ensure that our celebrations are as inclusive and meaningful as they aspire to be.
The Growth is Real and So is the Opportunity
There’s no denying that the quality of work being produced in Pakistan is improving every year, even of very gradually. I’ve seen campaigns that are smart, soulful and deeply rooted in cultural insight win and deservedly so. I’ve seen awards lift careers, boost confidence, and shine a well-deserved spotlight on teams who worked tirelessly behind the scenes.
At the same time, I’ve also seen incredible campaigns, thoughtful, emotional, bold slip through the cracks. Often, these come from smaller agencies, fresh freelancers, or young creatives who might not have the visibility or connections that some bigger players enjoy. Sometimes, campaigns that are not as inspiring also end up winning awards.
It makes me wonder: are we giving every idea a fair chance? Are our judging panels diverse enough to recognise different styles and strategies? Is the selection process fully transparent and inclusive? These aren’t questions of doubt, they’re questions of care. Because if we want to keep growing as an industry, we also need to grow in how we recognise creativity. How is the jury selected? Everyone`s a judge now. What system is in place?
Learning from the Cannes Conversation
When the recent DM9 campaign at Cannes Lions was awarded and then later had its Grand Prix revoked due to misleading content, it reminded the global industry of an important truth: even prestigious systems can falter. What stood out, however, was how the Cannes Lions organisers responded.
They investigated. They admitted the misstep. And they introduced stronger ethics panels and checks. That’s not weakness. That’s integrity. And in many ways, it’s something we can learn from.
It’s not about pointing fingers or drawing comparisons. It’s about asking ourselves: what can we do to make our local systems more trustworthy, more balanced and more future-focused?
Can Any System Be 100% Fair?
Perhaps the more useful question is: how can we get closer to fairness? No system is perfect. Every award, by nature, will involve a level of subjectivity. But what we can do is make the process feel more open. We can offer clear rubrics, invite diverse perspectives, create channels for feedback and ensure transparency from entry to evaluation. Imagine an ecosystem where every creative, regardless of agency size or personal network, feels they have a genuine shot. Where feedback isn’t just “yes” or “no,” but constructive. Where work is judged not just by who made it, but by what it achieved culturally, strategically, and emotionally.
That’s the kind of culture we should aim to nurture.
Take Cannes Lions as an example. It has grown into a billion-dollar ecosystem. A single campaign submission can cost over €600, excluding production, travel and associated costs. With more than 25,000 entries from over 90 countries every year, the pressure to present a “perfect” case study can be intense.
Let’s Make Room for Everyone
Having worked alongside creatives who put their hearts into their work, I’ve seen how much it means to be acknowledged not just for style, but for substance. And I’ve also seen how disheartening it can be when campaigns built for real audiences are passed over for those made primarily for awards.
Despite that, my optimism for the local industry is not baseless. There are many professionals in the industry with the passion and the intent to change not only the way communication is done, but also the culture surrounding it.
There is no need for radical changes – all that is needed is to broaden the defined parameters.
A Creative Call for Inclusion
Let’s build award platforms that feel human. That celebrate craft and context, not just polish. That make room for young voices, new formats and untraditional ideas. Let’s create spaces where recognition is rooted in impact, not just presentation. Where the case is more important than how it`s presented.
Because when we do that, we don’t just make awards more meaningful, we make the industry stronger, kinder and more inspiring for everyone in it.
The Cannes incident may have started as a scandal, but if it leads to better systems, open conversations, and a renewed commitment to fairness, then maybe it’s a turning point we all needed.
Let’s take the best of what’s happening globally and build something even better, right here at home.
