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LA REDOUTE | THE NAKED MAN | 2012
An invention: paper over a mistake with more mistakes / La Redoute "THE NAKED MAN"
On January 4, 2012, French fashion retailer La Redoute posted a photo of kids' clothing that happened to have a fully naked man in the background. People instantly branded it an "epic PR fail" and it spread like wildfire. So what did the agency do? Not apologize — they planted more weird photos all over the site and turned it into a game. This completely backwards decision ended up winning a Gold Lion at Cannes.
