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McCann Erickson's Bucharest office has won the first two Grand Prix of the 2011 Cannes Lions Festival of Creativity—in the Promo & Activation and Direct contests—for a sneaky campaign in which it replaced the familiar Romanian flag on the local ROM candy bar with an American flag, sending a country into panic.
The hoax was widespread and elaborate. The packaging was changed first, reinforced by promo activity and advertising that pointed to a microsite and the brand's Facebook page.
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