Of descriptive subtitles to emotional subtitles. The accessibility project as a result of the collaboration between the Chicago Hearing Society organization, the producer Rakish Entertainment and the Academy of Arts and Cinematographic Sciences of the United States, and devised by the FCB Chicago agency, has obtained the Grand Prix in the design category in design in design in design in Cannes Lions 2025. In addition, this project has obtained the Grand Prix in the Digital Craft section this year.

Collect the witness of “Silewalks”, which won the prize in the last edition of the contest. Demonstrated by Circus Gray for the Peruvian company Cement Sol, the campaign expanded podotactile pavement codes with a new indications design system to help blind people identify the type of business through the ground tiles.

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In this sense, granting Grand Prix to “Caption with attention” Accessibility becomes a recurring and relevance issue both in the festival and in the industry. The jury of the contest recognizes the Revolutionary and innovative character of work, as well as the creative solution he proposes to change reality and improve the lives of thousands of people.

The campaign involves the creation of A subtitles design system destined to better transmit the magic of cinema for all those members of the community of deaf people and with auditory difficulties, which is estimated at 466 million individuals globally. “Caption With Attention” is an evolution in a subtitling model that has not evolved since its official introduction in 1971.

It is a dynamic subtitles system that seeks to provide emotion, context and clarity to improve visual and entertainment experience. Faced with traditional subtitles, “Captation with Attempt” uses different colors to identify each characterallowing the audience deaf to quickly understand who is talking on screen at every moment.

It also raises an improvement in synchronization, since it uses Dynamic animation which allows subtitled words to change from white to their specific color as they are pronounced. This facilitates both a better understanding of the pronounced words, as well as the intention behind them.

In this line, the system also presents A variable typography that emotions behind the words are better transmitted by adapting to the indications of volume and tone through the size or use of capital and lowercase, and thus provide a better understanding not only of what is said, but also of how it is said.
In addition, it is compatible with 196 languages ​​and languages.

“Captation with Intention” is not an automated subtitles program, but a design system that must be applied manually to improve the Visualization experience. However, the objective of the drivers is to develop the automation of the system, allowing more and more people to enjoy cinema and television in a more accessible way. Thus, they encourage the audiovisual industry to download the different elements of the design system and apply it in its original content.

The subtitling system is the result of six years of work and has had the collaboration of deaf people and auditory difficulties. It has been included in the regulation regulations for 2026 Oscar Awardswhich will mean an impulse in its adoption by the film industry.
In addition, the work was recognized on April 29 with an Oscar in the scientific and technical section of the awards, for its contribution to accessibility and inclusion.

Gold winners in design in Cannes Lions 2025

In addition to FCB Chicago’s work, the jury has recognized others in this category. Next, we highlight the five campaigns that have been awarded a gold lion in Print & Publishing:

“Airpods pro 2 Hearing Aid Feature”, by Apple

The jury of Cannes Lions has recognized the new functionalities in Apple Airpods Pro 2, which can also be used as headphones. The goal of technology has been to help thousands of people who do not know that they live with loss of hearing. Therefore, the new headphones facilitate a hearing test and can be configured depending on the results to capture the sounds more clearly. It also uses automatic pledge to make real -time settings.

“Nigrum corpus”, by Artplan São Paulo for Idomed

The action is part of the “Med.diverse” campaign, aimed at reducing racism and promoting diversity in the medical field through dissemination, awareness and training of professionals. “Nigrum corpus” consists of a book that includes real studies and stories of medical cases associated with black people and was distributed in educational institutions to attract attention to biases in the field of health.

“Ghost Town”, from TWBA Istanbul for Carrefour

The action for the Turkish Division of Carrefour intends to contribute to the conservation of marine species alerting the danger of abandoned networks in the sea. To do this, he carried out an installation in the Oaklar town with which he covered part of the town with networks to make visible the future impact of the cessation of fishing activity.

“Spreadbeats”, from FCB New York for Spotify

Spotify Advertising created a video clip developed entirely inside a spreadsheet of a media plan and in which a cell dances to the rhythm of the song “Shiver”, produced by John Summit. This campaign has already won the Grand Prix of Digital Craft in Cannes Lions 2024.

“Plastic Blood”, from DM9 for Oka Biotech

The campaign has also won a gold lion this year in Print & Publishing. With the intention of raising awareness about the danger of people’s health plastics, the company created four articles of habitual use -a bottle, a glass, a straw and a bag -, by 3D printing and starting from microplastics extracted from more than 1,000 bags of discarded blood.

More info: Design winners in Cannes Lions 2025