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Awards and Events in association withCreative Circle
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FCB Inferno London Wins Titanium Lion for ‘Dyslexic Thinking'

27/06/2022
Advertising Agency
London, UK
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Virgin Group in collaboration with LinkedIn and Made By Dyslexia awarded

FCB Inferno London and Virgin Group, in collaboration with LinkedIn and Made By Dyslexia, have been awarded a Titanium Lion for their “Dyslexic Thinking” campaign at the Cannes Lions International Festival of Creativity - one of only six awarded in the category, FCB Inferno’s first ever Titanium Lion and the network’s fourth in three consecutive years.

The Titanium category, the festival’s most prized and hardest category to win, celebrates breakthrough ideas that are provocative and point to a new direction in the industry. The accolade follows the campaign’s success in other categories this week: two Silvers – one in PR and one in Social & Influencer and three Bronze Lions: in Brand Experience & Activation, Creative Strategy and PR.

The campaign, created by FCB Inferno London, got ‘Dyslexic Thinking’ added as a skill on LinkedIn, the world’s largest professional network, offering its 810+ million members globally the option to add ‘Dyslexic Thinking’ to their profile. Thanks to the initiative, Dictionary.com is also adding ‘Dyslexic Thinking’ as an official term, noting its “strengths in creative, problem-solving and communication skills”. Most importantly, it created a seismic shift by making neurodiversity an asset that companies around the world seek out to better their business.

The agency’s success at this year’s Festival has helped make FCB Inferno the third most awarded agency in the UK in 2022 - the third consecutive year FCB Inferno has earned top-three UK creative agency credit at the Festival.

Tamara Pickett, Virgin Group communications and external relations director, said: “As a company founded by one of the world’s most iconic entrepreneurs whose success has been fuelled by dyslexic thinking, Virgin was proud to partner on this important work. Sir Richard Branson now lists ‘Dyslexic Thinking’ as a skill on his LinkedIn profile and we are thrilled to see it be honoured in such a meaningful way. We hope this is just the beginning of companies across the world helping to give a voice to the many diverse groups and attributes that give businesses a clear advantage.”

Kate Griggs, the CEO of Made By Dyslexia, said: “At Made By Dyslexia our mission is to empower dyslexic thinking in every school and every workplace. By adding Dyslexic Thinking as a skill on LinkedIn it immediately redefines it as the valuable asset that it is. I’m so proud and pleased that this campaign has been recognised for the systemic change that it will create.”

Owen Lee, chief creative officer at FCB Inferno London, said: “This campaign has been incredibly special for all of us that have had the honour of helping bring it to life and a real testament to the kind of ‘Never Finished’ ideas we aim to create. The real reward and credit though goes to all the people out there with dyslexia who have spent much of their lives trying to hide their neurodiversity.”

Katy Wright, managing director of FCB Inferno, said: “I have dyslexia and as a child I felt it was something I had to hide. But growing up I saw the positives and the ways it helped me to approach problem solving differently. Dyslexia is not a superpower and it’s a certainly not a disorder, it’s simply a different and creative way of thinking and it’s been so important for us to finally get that fact recognised. Winning this award means so much on a personal level. I hope our campaign inspires more employers to do everything possible to encourage all forms of diversity in the workplace.”

The agency’s success is another major win in what has been a big year for FCB Inferno which added new leaders to its c-suite in 2021. Under this team, FCB Inferno launched new creative data practice FCB/SIX and has expanded its client base with new wins, including United Students, as well as organic growth from existing clients such as Kimberly Clark and the UK Government. It also moved into new offices at the Old Bailey earlier this year, becoming the only creative agency embedded there with IPG’s media, data and audience offerings.

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