Cannes Lions 2025 is off to a grand start for FCB, with two Grands Prix wins on Day Two of the Festival for FCB Chicago’s “Caption with Intention.”
“Caption with Intention,” a new design system that has revolutionized captioning in film and TV, received these coveted honors in the Design category, which recognizes visual craftsmanship, and the Digital Craft category, which celebrates technological artistry.
Created alongside the Deaf and Hard of Hearing community in collaboration with the Chicago Hearing Society and Rakish Entertainment, the project has set a new standard for entertainment accessibility. In fact, earlier this year, the technology was recognized by the Academy of Motion Picture Arts and Sciences in support of a new industry standard.
After being recognized with a double Grand Prix, Oscar-winning deaf actress, activist, and member of the Academy’s Board, Marlee Matlin said, “I’m so excited to be a part of this effort here with ‘Caption with Intention.’ It’s something that really is exciting for my community and beyond — it really gets into this idea that accessibility is for everyone, and everyone should be able to watch and see films.”
“It’s an incredible honor to be recognized with two Grand Prix for ‘Caption with Intention,’ but even more so, it fills me with immense pride to see the positive impact this project has had on improving entertainment accessibility,” says FCB Global Creative Partner Danilo Boer. “‘Not only does ‘Caption with Intention’ set a new industry standard, but it goes to the heart of the entertainment industry to change the world. Forever. These wins underscore the passion and commitment of the entire team in delivering on ideas that permeate culture and leave a lasting impact.”
Bruno Mazzotti, SVP, Executive Creative Director at FCB Chicago continued, “‘Caption with Intention’ is a project very close to my heart, having grown up with two Deaf parents. I witnessed firsthand the gaps that existed in captioning technology, and it’s a proud moment to be recognized by Cannes for the design system’s role in bridging these gaps — through adding elements like emotion, sarcasm, tension, joy — that had been missing before. It’s transformational.”
“‘Caption with Intention’ was built on direct feedback and insights from the Deaf and Hard of Hearing community,” said John Bleeden, FCB Global Executive Creative Producer. “Inclusive design belongs at the center of the entertainment industry, and these accolades mark a meaningful step forward. This is only the beginning, but today, we celebrate a significant breakthrough in captioning accessibility after decades of limited progress.”
Visit here for more on how “Caption with Intention” is revolutionizing captioning accessibility and stay tuned for additional developments on FCB at Cannes Lions 2025.
Taken from: FCB