Cannes Lions: DM9 Grand Prix Withdrawn – AI Safeguards Promised

Cannes Lions and embattled agency DM9 have agreed to withdraw its Grand Prix in the Creative Data category, after determining that the winning case film, submitted for Whirlpool brand Consul, included “AI-generated and manipulated content… to simulate real world events and campaign outcomes.”

The festival said the submission misled jurors and violated rules. “This breaches the Cannes Lions entry rules on factual representation, and undermines the trust placed in the work by our juries and the wider community,” the organization said in a statement Friday. “Cannes Lions exists to celebrate creativity that is real, representative, and responsible.”

The campaign, titled “Efficient Way to Pay,” was among the most awarded at this year’s festival. DM9, part of DDB Worldwide, earned 21 Lions overall, helping the Omnicom-owned network reclaim the title of Network of the Year.

Following what it described as a “thorough investigation and review,” conducted in consultation with DM9 and the festival’s independent auditors, Cannes concluded that “the only appropriate course of action was to mutually withdraw the entry from the festival, and therefore withdraw the Grand Prix and associated prizes.”

In addition to the Grand Prix withdrawal, Cannes Lions confirmed that DM9 has chosen to voluntarily pull two additional award-winning entries: “Plastic Blood” for OKA Biotech and “Gold = Death” for Urihi Yanomami. “All parties acknowledge that the level of legitimacy does not meet the necessary standard. All prizes will be withdrawn as a result,” the statement said.

The ruling comes days after ADWEEK first reported that DM9 had publicly admitted to “a series of errors” in the production and submission of the “Efficient Way to Pay” case video, including the use of AI-altered footage lifted from a CNN Brasil broadcast. CNN filed a formal complaint with the agency and brand client Whirlpool. DM9 apologized and said it would implement internal safeguards, including the creation of an AI Ethics Committee. Co-president and CCO Icaro Doria stepped down from his role this week.

In response to the growing use of synthetic content in award entries, Cannes Lions also announced a series of new measures designed to preserve the integrity of the festival moving forward. Among the changes, Cannes Lions will require all participating organizations to sign an enhanced Code of Conduct and mandate disclosure of any AI use during the entry process. The festival also plans to implement content detection tools to identify manipulated materials and establish a dedicated adjudication committee composed of experts in AI, ethics, and content integrity.