A new captioning system from FCB Chicago won two Grand Prix awards at the Cannes ad festival Tuesday night including prizes for Design and Digital Craft. 

The product—six years in the making—was a collaboration between the agency, the Chicago Hearing Society, Rakish Entertainment and the Academy of Motion Picture Arts and Sciences. 

The effort was the first major overhaul in film and television captioning in fifty years and features word by word synchronization with dialog, expressive typography that reflects tone, timbre of voice and volume and color-coded character attribution for speaker clarity. 

Earlier this year, the new captioning system won a technology Oscar and has been adopted by the Academy as the official standard for all movies being submitted for Oscar awards going forward.  

“Caption with Intention” is a design system that brings emotion and depth and context into the caption experience,” stated Design Lions Jury President Jessica Walsh, who is founder & creative director &Walsh. “It will transform the viewing experience for anyone using captions.” 

The Entertainment Grand Prix was awarded to Innocean Seoul for a 13-minute film called “Night Fishing” for the Hyundai Ioniq. The Sci-Fi film tells the story of an encounter between and an “agent” and an extraterrestrial being that used only cameras built into the vehicle. The film was shown in theaters in Korea as a stand-alone feature (admission price: $1). It was the first-ever entertainment Lion for South Korea.  

Calling it “branded entertainment of the highest order,” Entertainment Jury President David Rolfe (Global Head of Production WPP/Hogarth) added, “we were genuinely as awestruck by the craft and narrative as we were in admiration of its rootedness in Ioniq’s unique product attributes and brand identity.” 

The Entertainment Lions Music Grand Prix was awarded to “Tracking Bad Bunny” from DDB Latina Puerto Rico for Rimas Music. The campaign promoted the artist’s 6th album release by creating a digital scavenger hunt that utilized Google Maps, Spotify, outdoor ads and other media to guide fans to hidden clues about the album while also spotlighting the culture and beauty of the Island. In part it was a response to a remark (referenced in the campaign) by “comedian” Tony Hinchcliffe who referred to Puerto Rico as a “floating island of garbage” at a republican rally in the lead up to last year’s presidential election.  

“The artist utilized the partner corporations’ platforms to mobilize his huge fanbase and reclaim the image of his homeland,” commented, Jury President Seiya Matsumiya, CEO and Co-founder, Black Cat White Cat. 

The Entertainment Lions For Sport Grand Prix went to a campaign for videogame Clash of Clans titled, “Haaland Payback Time.” Cast as the mobile game’s first-ever playable character, football legend Erling Haaland brought his fans to the game as well as offering his haters the chance to destroy the village he’d spent a decade building. 

The Film Craft Lions Grand Prix was awarded to awarded to “Telstra - Better on a Better Network’ for Telstra by Bear Meets Eagle On Fire, Sydney. 
 
The mobile network created 26 individual spots, each representing lesser-known regional towns and remote areas that benefit from a better network.  

The Industry Craft Lions Grand Prix went to ‘Nigrum Corpus’, for IDOMED by Artplan, São Paulo. 

To raise awareness about racism in healthcare education, the IDOMED initiative created a book combining illustration, 3D design and AI to create a visual language that blends the precision of classic medical manuals with a more human approach.