A win for the Lucky Iron Fish as Cannes Lions rule on Product Design Grand Prix controversy

Lucky Fish.jpgThe Cannes Lions organisers have swiftly investigated and issued a statement over yesterday's Campaign Brief Asia story exposing the concerns surrounding the validity of this year's Product Design Grand Prix winner, "Lucky Iron Fish" from Geometry Global Dubai and Memac Ogilvy MENA. The story has grabbed global industry attention with over 25,000 hits and nearly 2,000 Facebook likes.

In short, the right outcome has been reached and Lucky Iron Fish is now the sole recipient of the Grand Prix in Product Design. From the Cannes Lions perspective this will help in further years to stamp out confusion, and move the category towards the prestige and standing of the D&AD Product Design category. Campaign Brief is assuming, but it is not stated, that Geometry Global, Ogilvy and WPP will not receive Cannes Agency, Network, Ranking points on this entry

Here's the Cannes statement in full:

Following reports concerning the validity of this year's Product Design Grand Prix Winner, "Lucky Iron Fish" from Geometry Global Dubai and Memac Ogilvy MENA, the organisers of Cannes Lions have undertaken further investigation. We have received prompt written confirmation from both Gavin Armstrong, President and CEO of the Lucky Iron Fish company and Dr Christopher Charles, who developed the original prototype, that they worked in close partnership with the agencies concerned. This follows below.
Gavin Armstrong stated:
"Based on my understanding of the entry mechanism at the Cannes Lions festival, we gave Geometry Global approval to be the entrant for all Lucky Iron Fish entries, with full credit to Lucky Iron Fish and other participating entities. There has been no intention to misrepresent the role of Geometry Global or the campaign in the entry or any communications. I was present during the event and received each of the Lions award on stage. I also presented to the Judges for the Innovation award."

Geometry Global also made the following statement:
"Geometry Global Dubai and Memac Ogilvy MENA are proud to have partnered with the creators of the Lucky Iron Fish product to bring wider exposure and commercial success to this important public health innovation. We have been transparent in our award entries about the contributions of all the players including Gavin Armstrong, CEO of Lucky Iron Fish, Dr. Chris Charles, Director on the Board of Lucky Iron Fish, and all of the supporting agencies. The product design and prototype were created by Lucky Iron Fish; Geometry Global helped to introduce the product to a wider audience.

With the misunderstanding that there could only be a single entrant company across all categories, we entered the Product Design category on behalf of our client and were therefore named 'entrant company'. Our approach was in full agreement with Lucky Iron Fish company and all partners were credited in the entry. We now understand that Product Design could have been entered directly by Lucky Iron Fish without Geometry Global and Memac Ogilvy as an 'entrant company.' Therefore, we have agreed with the Cannes Lions that Lucky Iron Fish should be the sole recipient of the Grand Prix in Product Design, as accepted by CEO Gavin Armstrong during the ceremony in Cannes on Wednesday night. It is an honour to be partners of Lucky Iron Fish, and we are pleased that it has garnered recognition by the Cannes Lions juries. We look forward to being part of the continued success of this project."

From our perspective, as the organisers of Cannes Lions, this satisfies the requirements of the competition and closes the matter.

5 Comments

But still..... said:

.......do you feel even an ounce of creative respect for Geometry Global Dubai and Memac Ogilvy MENA?

Fabulous! said:

The boys @ Geometry (Dubai) are mature as well as smart cookies, they couldn't use 'ignorance' as a pretext but obviously didn't have a choice in the interest of saving face.
But I'm very satisfied with the matter being resolved so quickly by Cannes and also with Geometry (Dubai) & Memac swiftly accepting the fate of their GP.

Benoit Greenfield said:

^No respect. They're pretending to be innocent about the rules despite being veterans at the fest (@Ogilvy). What a load of entrant company/awards lingo garbage. As the guy from arcade said: "Bullsh*t" to their statement.

Now shouldn't they not be getting credit (and the much wanted points) for all the other categories too such as Health and Innovaion and others where the 2 agencies are listed as creators of this? Strip them (drop them) from the credits on that too, then we're talking. If they have won in media and PR let them win in those, as it seems from the statements.

Wonder if Campaign Brief knows about the other categories as well.

Inthewhiteroom said:

The important issue here is above the usual stuff. It's not about the typical ad egos or ad network egos and pettiness (for Geometry, or for the industry as a whole).

What's important:

- A real, smart initiative that helps real people (rightly) won.

- The actual brilliant creators are credited.


Foul Play said:

Everyone knows that the quality of your case study video can make all the difference between winning and losing an award.

So I think that Geometry Global and Arcade fully deserve their name on the credits.

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