Japan asserted its dominance at ADFEST 2026 as the most decorated country with 39 metals across 12 Lotus categories, including one Grande, seven Gold, 11 Silver, and 20 Bronze.
Tokyo-based agencies led the charge across Craft, Design, Sustainability, and Entertainment, with dentsu, SIX, Shiseido Creative, and TBWA\Hakuhodo among the standout performers of the night. From the quietly profound “No Labels” for Nikka Whisky to the boundary-pushing “Waves of Will Powered by NTT,” Japan’s haul at ADFEST 2026 reflects a creative culture that continues to set the standard for the Asia-Pacific region.
Bronze
- Black Records for BMSG by Six Inc., Tokyo — Design Lotus (Exhibitions, Events & Public Environment)
- Cheer Signs for Tokyo Metropolitan Government by TBWA\Hakuhodo Inc., Tokyo — Entertainment Lotus (Breakthrough in Sports)
- Go! GR Supra Safety Car! for Gazoo Racing by Six Inc., Tokyo — Film Craft Lotus (Special Effects: Digital Visual Effects)
- Have a Positive Break for Black Thunder by Dentsu Digital Inc., Tokyo — Digital & Social Lotus (User Generated Content)
- IOWN×Perfume for IOWN by Geek Pictures Inc., Tokyo — Digital Craft Lotus (Use of Technology)
- Laptop Bento for FMV Note U by Hakuhodo Inc., Tokyo — Media Lotus (Breakthrough on a Budget)
- Laptop Bento for FMV Note U by Hakuhodo Inc., Tokyo — Media Lotus (Use of Ambient: Small Scale)
- My Own for Yokohama City Special Support School for the Visually Impaired by Frontage, Tokyo — Print & Outdoor Craft Lotus (Illustration)
- Playful Stamina for Hoshi Awards by Dentsu Inc., Tokyo — Design Lotus (Poster)
- Playful Stamina for Hoshi Awards by Dentsu Inc., Tokyo — Print & Outdoor Craft Lotus (Illustration)
- Project: Memory Card for PlayStation by Six Inc., Tokyo — Digital Craft Lotus (Video & Moving Image)
- Project: Memory Card for PlayStation by Six Inc., Tokyo — Entertainment Lotus (Branded Music Content: Other)
- Save Me for FamilyMart by The Breakthrough Company GO, Tokyo — Design Lotus (Point of Sale: Small Scale)
- Smart Eye Camera for OUI Inc. by TBWA\Hakuhodo Inc., Tokyo — Design Lotus (Product Design: Innovative Design)
- Sounds Human for Japan Philharmonic Orchestra by Hakuhodo Inc., Tokyo — Film Craft Lotus (Breakthrough in Production)
- Space for Lexus by Six Inc., Tokyo — Film Craft Lotus (Cinematography)
- Suzuki-San’s Heart Story on Line for Apple Watch by TBWA\Media Arts Lab, Tokyo — Digital & Social Lotus (Use of Platform)
- Tsugiki: Coffee Reborn for Tully’s Coffee by PR Consulting Dentsu Inc., Tokyo — PR Lotus (Use of Media Relations)
- Waves of Will Powered by NTT for NTT Human Informatics Laboratories by Dentsu Inc., Tokyo — Design Lotus (Inclusive Design)
- Waves of Will Powered by NTT for NTT Human Informatics Laboratories by Dentsu Inc., Tokyo — Design Lotus (Innovative Design)
Silver
- Cheer Signs for Tokyo Metropolitan Government by TBWA\Hakuhodo Inc., Tokyo — Design Lotus (Inclusive Design)
- Cheer Signs for Tokyo Metropolitan Government by TBWA\Hakuhodo Inc., Tokyo — Entertainment Lotus (Diversity & Inclusion in Entertainment)
- Cheer Signs for Tokyo Metropolitan Government by TBWA\Hakuhodo Inc., Tokyo — PR Lotus (Breakthrough in PR)
- Craftman.Ships for Ships by Hakuhodo Gravity Inc., Tokyo — Print & Outdoor Craft Lotus (Illustration)
- Fries Beat 2025 for McDonald’s by Dentsu Inc., Tokyo — Film Craft Lotus (Animation (In-Camera or Digital))
- My Own for Yokohama City Special Support School for the Visually Impaired by Frontage, Tokyo — Design Lotus (Illustration)
- Project: Memory Card for PlayStation by Six Inc., Tokyo — Film Craft Lotus (Animation (In-Camera or Digital))
- Save Me for FamilyMart by The Breakthrough Company GO, Tokyo — Commerce Lotus (Sustainable Commerce)
- Space for Lexus by Six Inc., Tokyo — Film Craft Lotus (Special Effects: In-Camera)
- Traces of Trance for Shiseido by Shiseido Creative, Tokyo — Design Lotus (Exhibitions, Events & Public Environment)
- Waves of Will Powered by NTT for NTT Human Informatics Laboratories by Dentsu Inc., Tokyo — Digital Craft Lotus (Use of Technology)
Gold
- Best After 2055 for Ogi-Miso by Shiseido Creative, Tokyo — Design Lotus (Product Design: Sustainable Design)
- Craftman.Ships for Ships by Hakuhodo Gravity Inc., Tokyo — Film Craft Lotus (Animation (In-Camera or Digital))
- No Labels for Nikka Whisky by Dentsu Inc., Tokyo — Design Lotus (Brand Collateral & Publications)
- No Labels for Nikka Whisky by Dentsu Inc., Tokyo — Design Lotus (Integrated Design Campaign)
- Project: Memory Card for PlayStation by Six Inc., Tokyo — Entertainment Lotus (Audio-Visual Content)
- Shot on iPhone – Last Scene for iPhone by TBWA\Media Arts Lab, Tokyo — Entertainment Lotus (Fiction & Non-Fiction Film: 5–30 minutes)
- Traces of Trance for Shiseido by Shiseido Creative, Tokyo — Print & Outdoor Craft Lotus (Production Design)
Grande
- No Labels for Nikka Whisky by Dentsu Inc., Tokyo — Print & Outdoor Craft Lotus (Art Direction)
In a whisky market split between premium labels and mass-market offerings, Nikka Whisky faced low domestic awareness despite international acclaim. To reposition the brand and connect with modern Japanese consumers, dentsu Tokyo launched a new branding initiative that honored the founder’s vision while breaking free from traditional whisky stereotypes.
The creative strategy centered on the founder’s belief that whisky is more than a drink — it’s a spirit that inspires joy and connection. The campaign stripped away all labels, both literal and metaphorical, from the product and its consumers. Through striking photography and visual storytelling using silhouettes, the brand conveyed a message of inclusivity and emotional resonance supported by a suite of assets, including print and OOH ads, a brand book, promotional items, videos, and the concept for a flagship bar and shop in Tokyo.
The second half of the awards presentation for ADFEST 2026 Lotus Awards will take place tomorrow, March 21.
adobo magazine is an official media partner of ADFEST 2026.
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