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FCB Network Sets Record with 53 Lions To Date at Cannes Lions 2020/2021

Press Release - New York, 23 June 2021

FCB Canada notches Gold for “Project Understood” during day three of Festival 

New York, June 23, 2021 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 featsetting 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. Thefirst-everunboxing film was shot live during a real gamingexperience 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 

 

##ENDS## 

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.