FCB Canada notches Gold for “Project Understood” during day three of Festival
NEW YORK, June 23, 2021 (GLOBE NEWSWIRE) — The FCB Network continues its winning streak during day three of the Cannes Lions International Festival of Creativity, adding five more trophies to its growing collection, including Gold for FCB Canada’s acclaimed “Project Understood” on behalf of Google AI and the Canadian Down Syndrome Society in the category of Digital Craft – Experience Design: Voice. Today’s honors bring FCB to a total of 53 Lions to date – three Grands Prix, 10 Gold, 18 Silver and 22 Bronze – an incredible feat, setting a new record for the network.
FCB Canada’s “Project Understood” has amassed a total of four Lions to date at this year’s Festival. The impactful campaign turned people with Down syndrome into Google’s teachers by using their voices to train Google’s speech recognition model to understand them. The campaign aims to make voice technology more inclusive by including people with Down syndrome in creating the solution, with the goal of ultimately improving speech recognition for everyone.
FCB&FiRe took home its first Lion of the Festival – Bronze in the category of Entertainment – Innovation in Branded Content for “Unboxing Ibai” on behalf of Netflix and PlayStation. The first-ever unboxing film was shot live during a real gaming experience on Ibai Llanos’ Twitch channel and livestreamed to over 200,000 viewers. Jaume Balagueró, director of REC and While You Sleep, developed the film’s plot and direction, in which Ibai has an immersive experience when connecting the new PS5 console that breaks the fourth wall.
Please refer to the charts below for information on today’s medals, including wins for FCB New York and AREA 23, an FCB Health Network company.
Cannes Lions – Digital Craft Lions
| Award | Office | Campaign Title | Client/Brand | Category/Media |
| Gold Lion | FCB CANADA | PROJECT UNDERSTOOD | GOOGLE AI AND CANADIAN DOWN SYNDROME SOCIETY | Digital Craft – Experience Design: Voice |
| Bronze Lion | AREA 23, AN FCB HEALTH NETWORK COMPANY | SICK BEATS | WOOJER | Digital Craft – Innovative Use of Technology |
Cannes Lions – Entertainment Lions
| Award | Office | Campaign Title | Client/Brand | Category/Media |
| Bronze Lion | FCB NEW YORK | MICHELOB ULTRA COURTSIDE | AB INBEV | Entertainment – Sports: Brand Integration & Sponsorships/ Partnerships |
| Bronze Lion | FCB&FIRE | UNBOXING IBAI | NETFLIX & PLAYSTATION | Entertainment – Innovation in Branded Content |
Cannes Lions – Entertainment Lions for Sport
| Award | Office | Campaign Title | Client/Brand | Category/Media |
| Bronze Lion | FCB NEW YORK | MICHELOB ULTRA COURTSIDE | AB INBEV | Entertainment Lions for Sport – Sports Live Experience |
About FCB
FCB (Foote, Cone & Belding) is a global, award-winning and integrated marketing communications company with a heritage of creativity and success dating from 1873. Named Adweek’s 2020 Global Agency of the Year, Cannes Lions 2019 North American Creative Agency of the Year and a 2019 Ad Age A-List global top 10, FCB focuses on creating “Never Finished” campaign ideas that have the power to transform brands, businesses and communities. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). Visit fcb.com or follow @FCBglobal on Instagram and Twitter and FCB Global on Facebook and LinkedIn.
Contact:
Jessica Spano
Jessica.Spano@fcb.com
914-772-3611
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