TBWA HAKUHODO wins nine awards including Grand Prize at Spikes Asia 2025

TOKYO, JAPAN – TBWA HAKUHODO Inc. won a total of nine awards, including the Grand Prix, at Spikes Asia 2025, one of the largest advertising communications festivals in the Asia-Pacific region, held in Singapore on April 24, 2025.

Spikes Asia is one of the most prestigious advertising awards specializing in creative communications and marketing in the Asia-Pacific region. In 2025, 2,759 entries were submitted from 20 countries and regions, of which 613 were selected as finalists.

Each of the four works that TBWA HAKUHODO won has a strong message, advanced technology, and sincerely addresses social themes. They were highly praised as projects that have a deep impact on people and cultures beyond the boundaries of industries and fields.

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No Smiles, which won the Grand Prix in the Entertainment category, is a campaign that reinterprets McDonald’s Japan’s brand asset “Smile 0 Yen” with a novel approach. It has resonated with many people, especially Gen Z, who want to be themselves while working, and has won five awards including a gold award at the New York Festivals 2024 Advertising Awards, three awards including a gold award at Cannes Lions 2024, five awards including a gold award at MAD STARS 2024, a bronze award at the APAC Effie Awards 2024, the Grand Prix at LIA 2024, and the Grand Prix at the Clio Music Awards, earning high praise at numerous international advertising awards.

Winning Entry: “No Smiles”
Advertiser: McDonald’s Japan Co., Ltd.

Grand Prix
- Entertainment / Partnerships with Talent
Gold
- Music / Community / Influencer & Co-Creation
Bronze
- Brand Experience & Activation / Social Behaviour & Cultural Insight
- Creative Strategy / Collaboration

Winning Entry: “TRUE BLUE TEXTILE PROJECT”
Advertiser: Kyocera Corporation

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