Silver Cannes Lions winner "F**K TREE" goes to badland. Seen it.

 
 

Silver Cannes Lions winner "F**K TREE" goes to badland. Seen it.

Knullträdet.se a.k.a F**K TREE won a Silver Lion in media this year, the 'campaign of the year' nomination in Sweden, and now the dubious honor to be included in the history of Badland.

You see, we wrote about the Durex Sex Tree idea here when Ad student Henrik Düfke at Miami Ad School showed it to us back in 2009. I hope he's the guy you hired, Starcom, but I don't see his name anywhere on the credits list, so I guess not huh? Shame shame. ;)

Badland: 

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Resumé have been in touch with Starcom and Le Bureau regarding this and I can give you one translated quote:

Here's the deal, we came up with the idea before Henry Düfke and I briefed him about it. Then I encouraged him to continue as we had arrived at a similar idea. But the only thing they have done is a film case and we have done it for real. We have had a dialogue and the matter is cleared up, said Claes Kjellström, creator at Le Bureau, to Resume.se.

Emphasis mine.

Considering how much publicity the Youtube film got at the time (2009), it doesn't seem like a great idea to run it in 2010. After all, whoever gets there first, is the first one to get there. No matter whoever does it _for real_.

Or to enter it to Cannes, omitting the first idea holder from the credits list. Doing the opposite, and inviting him, would have been a very elegant thing to do, though.

I don't understand, if the student was briefed on this then why is it for another brand?

That makes no sense at all. They briefed the student, and his project went viral? Then they did it again a year later?

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