TBWA\HAKUHODO is proud to announce that their creative work has secured a total of seven awards at the 105th ADC Annual Awards in New York. The agency’s achievements were led by the “Best of Discipline” Award —the highest honor in the Product Design category—alongside two Gold Cubes.

 

Founded in 1920, the ADC Annual Awards is the world’s longest-running international competition celebrating excellence in design and innovation. As one of the most prestigious global accolades, winning works are featured in the ADC Annual and exhibited in New York, offering a chance for wider exposure to the global creative community.

 

Pioneering Innovation: Smart Eye Camera

The “Smart Eye Camera” (SEC), which won five awards including the Best of Discipline, is a smartphone-based ophthalmic diagnostic device developed by OUI Inc., a medical startup from the Keio University School of Medicine, Tokyo. While providing diagnostic performance equivalent to traditional slit-lamp microscopes, SEC is low-cost and highly portable, making it a vital tool for regions with limited access to eye care. Driven by OUI Inc.’s vision to “reduce global blindness by 50%,” TBWA\HAKUHODO has served as a creative partner to scale this life-changing innovation.

 

Redefining Support: CHEER SIGNS

Winning a Silver Cube and a Bronze Cube in “Experiential Design” categories, CHEER SIGNS is a visual cheering system developed for deaf athletes competing in a world without sound, marking the 100th anniversary of the Deaflympics. Created in collaboration with the Deaf community and active Deaf athletes, the project disrupted the conventional “auditory” nature of cheering—such as clapping and shouting—transforming it into a visual experience that allows everyone to deliver their support regardless of sound.

Following recent successes at Spikes Asia, ADFEST, and the Clio Awards, these latest wins at the NY ADC Awards is further proof that TBWA\HAKUHODO’s creativity continues to set global standards, not only for brand growth but for solving critical social challenges.

 

Award Details

 

Project: Smart Eye Camera
Client: OUI Inc.

 

Best of Discipline: Product Design

Gold Cube: Product Design – Science / Medical Products

Gold Cube: Health / Wellness – Design for Good / Health / Wellness

Bronze Cube: Health / Wellness – Brand / Communication Design / Product Design

Merit: Health / Wellness – Innovation / Single or Series

 

Project: CHEER SIGNS
Client: Tokyo Metropolitan Government

 

Silver Cube: Experiential Design – Design for Good / Experiential Design

Bronze Cube: Experiential Design – Live Experience Design / Events / Concerts