We had several nominees for worst of the week this week, but it’s been awhile since we’ve had such a hands-down “winner”. Joint congratulations goes out to DDB (one of the world’s largest ad agencies) and World Wildlife Federation. The Brazilian offices of both thought using the tragedy of 9/11 would be a good idea to make their point about conservation and preservation. And we thought some of the PETA publicity stunts were over the top. Can you say “STUPID”? Here’s the print version:
Initially, the companies disagreed on if the ad was actually ever authorized, however, both have now admitted that the campaign was authorized – and actually did run, qualifying it for several industry awards – including the Cannes International Advertising Awards (it did not win).
With the amount of time and expense that went into developing the campaign – including the video version (below), it would be a stretch to believe that it wasn’t authorized by someone anyway. We’re talking six figure production!
This isn’t just a little mistake. It’s the kind of mistake that dries up donor support and destroys a brand that has been built over decades. Often, as in this case, ad agencies will take on pro bono work because non-paying clients are more willing to allow agency “creatives” to push the envelope more – because they are just thankful for the free work. Many times, ad agencies will use this opportunity to do something that will get them more attention – in shows or in the media for example – to promote the agency more than the client. Sometimes it works to everyones benefit. But if nobody takes responsibility, sometimes it becomes a marketing and public relations nightmare. Not often that it gets this bad.
Follow the saga at AdFreak – the blog that broke the story earlier this week.
And congratulations DDB and WWF … you are definitely our worst of the week.
Author: Admavericks
www.lessingflynn.com
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