TBWA\HAKUHODO

JA
EN
Disruption® for Meaningful Social Change
DISRUPT NOW
THE DISRUPTION® COMPANY🏴‍☠️
TBWA \ HAKUHODO
CREATE. INVENT. HAVE IDEAS

Work

A Selection Of Our Works

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ELGRAND IS BACK MY SPECIAL ONE. KIRA RADIO TIME MACHINE CHEER SIGNS
NISSAN
ELGRAND IS BACK
NISSAN
ELGRAND IS BACK
Häagen-Dazs Japan
MY SPECIAL ONE.
Häagen-Dazs Japan
MY SPECIAL ONE.
adidas
KIRA
adidas
KIRA
RADIO TIME MACHINE
RADIO TIME MACHINE
Tokyo Metropolitan Government
CHEER SIGNS
Tokyo Metropolitan Government
CHEER SIGNS
NISSAN
ELGRAND IS BACK
Häagen-Dazs Japan
MY SPECIAL ONE.
adidas
KIRA
RADIO TIME MACHINE
Tokyo Metropolitan Government
CHEER SIGNS
NISSAN
ELGRAND IS BACK
Häagen-Dazs Japan
MY SPECIAL ONE.
adidas
KIRA
RADIO TIME MACHINE
Tokyo Metropolitan Government
CHEER SIGNS
NISSAN
ELGRAND IS BACK
Häagen-Dazs Japan
MY SPECIAL ONE.
adidas
KIRA
RADIO TIME MACHINE
Tokyo Metropolitan Government
CHEER SIGNS
NISSAN
ELGRAND IS BACK
Häagen-Dazs Japan
MY SPECIAL ONE.
adidas
KIRA
RADIO TIME MACHINE
Tokyo Metropolitan Government
CHEER SIGNS
NISSAN
ELGRAND IS BACK
Häagen-Dazs Japan
MY SPECIAL ONE.
adidas
KIRA
RADIO TIME MACHINE
Tokyo Metropolitan Government
CHEER SIGNS
NISSAN
ELGRAND IS BACK
Häagen-Dazs Japan
MY SPECIAL ONE.
adidas
KIRA
RADIO TIME MACHINE
Tokyo Metropolitan Government
CHEER SIGNS
Category
Creative
Date
July 2026
Information
The all-new 4th-generation Elgrand makes a bold return with its first full model change in 16 years. This TVCM majestically heralds the comeback of the pioneer of premium minivans under the powerful message "ELGRAND IS BACK."
Category
Creative
Date
July 2026
Executive Creative Director
Norihito Takahashi
Copywriter
Kotona Watanabe, Seri Morikawa
Art Director
Sasuke Hatao
Planner
Yuki Yokoyama
Head of Strategy
Kazuyuki Matsuo
Strategic Planning Director
Keita Kawakatsu
Strategic planner
Reimi Connelly, Mayumi Hamada
Information
With its first packaging renewal in seven years, Häagen-Dazs introduces a new brand message: My Special One. The brand film captures the genuine moments and the uniquely Häagen-Dazs sense of rich happiness.
Category
Creative
Date
April 2026
Information
TBWA\HAKUHODO created this deeply unique animated music video referencing the central design concept for the Japan national soccer team uniform, “HORIZON.”  Representing the unwavering determination of the Japan National Team and its fans, the "horizon" symbolizes FIFA World Cup™ victory. TBWA\HAKUHODO led the creative charge by partnering with globally renowned Japanese artist and vocalist, Ado to develop the music video for her song “Kira”, to tell this story.
Category
Creative
Innovation
Date
March 2026
Chief Creative Officer
Takahiro Hosoda
Head of Innovation
Kyoko Yonezawa
Senior Creative Director
Kenshiro Suzuki
Creative Director
Kaname Aratame
Art Director
Takao Mizumoto
Experience Planner
Hikari Watanabe
Technical Director / Programmer
Eiki Kurokawa
Information
"RADIO TIME MACHINE" is an AI device that generates radio-style audio content featuring news and hit songs from any chosen past year. Powered by a proprietary TBWA\HAKUHODO system combining text and voice generation AI, it is inspired by "reminiscence therapy"—a non-pharmacological approach to dementia care that uses past memories to stimulate cognitive function. Designed to support the elderly and foster intergenerational communication in a super-aging society, the device is currently being introduced to care facilities. We are also actively seeking development partners.
Category
Creative
Innovation
Date
November 2025
Chief Creative Officer
Takahiro Hosoda
Head of Production
Hirotaka Fukatsu
Creative Director
Suguru Kato
Art Director
Katsuya Arai
Copywriter
Kei Hirasa
Producer
Shun Sasaki
Director
Nobuyuki Yamatsu
Information
“CHEER SIGNS” is a revolutionary,  visual cheering style created specifically for deaf athletes. Developed in collaboration with the Tokyo Metropolitan Government, 5005 inc., and the NHK (Japan Broadcasting Corporation) Group in time for the 100th anniversary of the Deaflympics, the project was developed through a deep co-creation process with deaf athletes and individuals.

Partners

TBWA\HAKUHODO is a full-service advertising agency established in 2006 as a joint venture between Hakuhodo and TBWA Worldwide. Combining Hakuhodo’s “Seikatsusha (consumers with a heartbeat) Insight” with TBWA’s Disruption® methodology, we are the fusion of a highly unique set of capabilities. We create high-quality solutions that drive meaningful business and cultural growth for our clients.

TBWA\HAKUHODO is a full-service advertising agency established in 2006 as a joint venture between Hakuhodo and TBWA Worldwide. Combining Hakuhodo’s “Seikatsusha (consumers with a heartbeat) Insight” with TBWA’s Disruption® methodology, we are the fusion of a highly unique set of capabilities. We create high-quality solutions that drive meaningful business and cultural growth for our clients.

Awards

Award Recognition & Accolades

  • Cannes Lions

    Grand Prix x1
    Gold x14
    Silver x14
    Bronze x23

  • D&AD Awards

    Wood Pencil x11
    White Pencil x1

  • The One Show

    Best of Discipline x1
    Gold x5
    Silver x6
    Bronze x11

  • Clio Awards

    Grand Prix x2
    Gold x3
    Silver x12
    Bronze x15

  • Clio Music Awards

    Silver x3
    Bronze x1

  • Clio Sports Awards

    Grand Prix x3
    Gold x4
    Silver x7

  • London International Awards

    Gold x9
    Silver x12
    Bronze x5

  • Campaign Creative Agency of the Year

    Gold x13

  • Asia Pacific Effie Awards

    Silver x1

  • The ADC Annual Awards

    Best of Discipline x5
    Gold x8
    Silver x3
    Bronze x5

  • The Andy’s

    Gold x4

  • Spikes Asia Awards

    Grand Prix x3
    Gold x13
    Silver x34
    Bronze x39

  • ADFEST

    Grande x6
    Gold x14
    Silver x28
    Bronze x29

  • MAD STARS

    Grand Prix x8
    Gold x14
    Silver x49
    Bronze x36

  • New York Festivals Advertising Awards

    Grand x2
    Gold x4
    Silver x11
    Bronze x6

  • iF Design Award

    Gold x1

  • ACC TOKYO CREATIVITY AWARDS (ACC)

    Grand Prix x10
    Gold x14
    Silver x13
    Bronze x19

News

Latest Topics✨

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Featured

Sustainability

We believe that human creativity has the power to create meaningful change in society. We work together with our partners to create the meaningful change we want to see in the world.

We believe that human creativity has the power to create meaningful change in society. We work together with our partners to create the meaningful change we want to see in the world.

Global Marketing

Your partner for entering the Japanese market. We combine deep local understanding with a tight global network, helping brands transcreate ambition into relevance — and relevance into growth.

Your partner for entering the Japanese market. We combine deep local understanding with a tight global network, helping brands transcreate ambition into relevance — and relevance into growth.