Top Design prize brings FCB Chicago double win

‘CAPTION With Intention’ has emerged as the overall winner of the 2025 Design

category, securing a Grand Prix for FCB Chicago. The innovation, created in partnership with the Academy of Motion Picture Arts & Sciences, Rakish Enter- tainment and the Chicago Hearing Society, also won the Digital Craft Grand Prix this week.

Jury member Dida Atassi

‘Caption With Intention’ is an eye-catching update of the closed captions that are used to translate audio into words at the bottom of TV and movie screens. The new captions enhance syncing with the action, distinguish clearly between onscreen speakers and provide an insight into the emotional intent of every word as it is delivered. In doing so, they add enjoyment for an estimated 430 million people with impaired hearing.

Jury President Jessica Walsh was unavailable to share why the Jury chose the winning campaign. So Dida Atassi, managing director, creative account lead for design & digital products, Accenture Song, UAE stepped into the breach. She called the work “very impactful” and said the Design Jury was “impressed by the level of testing, which took around 10 months to complete”. The campaign came out as the win- ner among 1,087 entries. Atassi said the jury was interested in the future growth potential of the technology and also its impact in terms of inclusion: “It sent a positive message in that direction.”

Atassi said the jury was faced with a “very broad category and ended up debating everything from idea vs execution to form vs function to the role of tech in design. In the end, we wanted to reward work that we would be proud to take back to the design community, and which could have a real impact when shown to clients.”

There were also five Gold Lions winners, from the US (2), Brazil (2) and Turkey.