A new chapter – and a story we can all follow. Closed captions in film and TV had been stagnant since their inception in 1971. ‘Caption with Intention’ set out to change that for more than 430 million Deaf and hard-of-hearing people worldwide. FCB Chicago, the Academy, Rakish Entertainment and the Chicago Hearing Society reshaped how captioning works from the ground up. Dynamic animations, flexible typography and colour-coding brought new meaning and attribution to the words being spoken on screen – and finally gave viewers the complete picture. It’s now available in 196 languages, and the official standard for all movies being submitted to the Oscars. Marking a breakthrough moment in responsive design, and a new age of understanding for audiences everywhere. Caption with Intention | @fcbglobal | @theacademy - Rakish - @chicagohearingsociety | 2025 🏆3 Grands Prix 🏅 1 Titanium Lion 🥇2 Gold Lions 🥈2 Silver Lions 🥉2 Bronze Lions 🎗️10 Shortlists Inspired by the history-making success of ‘Caption with Intention’? This is your moment. The Cannes Lions 2026 Awards are open, and the next late fee for submission applies after March 19. Enter at canneslions.com/awards | link in bio

The real heroes behind the champions. As the 2026 Winter Olympics is in full swing, we’re looking back to one of the most-viewed Olympic Games films of all time – P&G’s ‘Pick Them Back Up’ for Sochi 2014. In this chapter of its ‘Thank you, Mom’ platform that has since run across multiple Olympics, the film follows four athletes from their first not-so-successful steps to their Olympic debuts. But the story isn’t just about the athletes. It’s about the mums who are there to pick us back up, give emotional support and encourage us to try again. P&G used the cultural moment of the Olympic Winter Games to speak to not just the mums who’ve raised athletes, but anyone who’s raised a child – thanking them for all they’ve done. Pick Them Back Up | @parkpictures | @proctergamble | 2014 🥇1 Gold 🥉1 Bronze Created history-making work in Film? The 2026 Awards are now open. Get inspiration for your entry before the deadline on 9 April. Link in bio.

When Timothée called, @apple answered. @appletv was lacking awareness in a crowded category, particularly among young people. So, the idea was that the world’s hottest streaming service attracted the envy of one of the world’s biggest young stars. Enter @tchalamet. Three films were created for socials focused on his FOMO around not being on the streaming platform alongside some of the most popular series. This was combined with a hero launch film, and stories that hinted at upcoming titles.   The rolling embargo method created a single moment while sustaining the campaign, and it was a success. The launch post got 75 million organic views in 10 days, becoming @appletv’s most popular post. Fans recreated the videos with edits, art and outfit breakdowns – and ‘Apple, call me’ became a rallying cry. 🥉2 Bronze Lions 🎗4 Shortlists Call Me, With Timothée Chalamet | @tbwamal, LA | @apple | 2023   See Apple’s Eddy Cue, 2026 Entertainment Person of the Year, take the stage at Cannes Lions 2026 on Monday 22 June. Be there. Link in bio.

A love letter to Puerto Rico, from Benito himself. The recently-revealed Super Bowl performer @badbunnypr is a cultural disruptor. In a world where global pop can feel generic, he doubles down on his roots. And fans don’t want to just listen to music, they want to discover it. So instead of giving Los Conejosas (the bunnies) a traditional album reveal, DDB Latina and Rimas Music gave them a map. Through GPS coordinates, fans joined Bad Bunny on a virtual discovery of his home land via Google Street View – each location revealing a hidden track title among the Puerto Rican scenery. Leveraging fans’ interest in hidden messages worked, and the campaign set a new standard for music releases. It brought 182 million fans to Puerto Rico, and ‘DeBí TiRAR MáS FOToS’ became Bad Bunny’s most pre-saved in his career. The brand benefited too, with a 350% increase in Google searches, and $40m in earned media value. Tracking Bad Bunny | @ddblatinapr | @rimas | 2025 🏆1 Grand Prix 🥇1 Gold Lion 🥉2 Bronze Lions 🎗️9 Shortlists Explore excellence in the Entertainment Lions for Music and beyond, exclusively on The Work | Link in bio

An offer so tempting, you’ll actually want to go back to school. For the launch of Uber One for Students, Uber ditched a Gen Z spokesperson in favour of 78-year-old freshman Brian Cox. The Succession actor reframed Uber’s student membership as so desirable, it’s worth enduring student life for – enjoying the free smoothies and discounts along the way. Uber’s film was made to entertain as much as sell, and it got the students’ stamp of approval. Awareness for Uber One for Students grew by 7% in the US and 15% in Canada, and students became the fastest growing membership segment within Uber One. Brian Cox Goes to College | @opositivefilms, Santa Monica | Uber | 2025 🥉1 Bronze Lion 🎗️1 Shortlist Explore excellence in Film Craft and beyond, exclusively on The Work | Link in bio