Tom Boddingham claimed he received the giant slipper after Chinese manufacturers failed to spot a decimal point in his order. However, it later transpired Boddingham struck a close resemblance to Monster Slippers web manager Joseph Jennings.
HOW I SEE IT
Peter Mountstevens, Managing partner, Taylor Herring
Taken at face value, this was a witty picture-led story that delivered some exceptional initial coverage and some much needed levity in a week where the news agenda was dominated by Libya and the economy. But placing an employee at the heart of a questionable tale was entirely misguided - and from here a cheeky stunt became a prize-winning gaffe.
Monster Slippers also appears not to have been, ahem, entirely straight with its agency, leading to egg on face all round. The PR plan for the brand is going to need a serious rethink now the architecture of the story has fallen apart.
There can be little doubt that a well executed creative stunt, rooted in a credible story, can work wonders. But any initiative that involves actively hoodwinking the media can only be bad for the agency, the brand and our industry.