Tokyo, Japan — TBWA\HAKUHODO is proud to announce that its campaign “No Smiles” for McDonald’s Japan has been awarded both a Silver and a Bronze at the prestigious 2025 Clio Awards. The campaign was recognized in the Social Media and Audio Mediums , reflecting its creative versatility across platforms.

 

A bold reimagining of McDonald’s Japan’s iconic “¥0 Smile,” the “No Smiles” campaign gave a modern voice to a new generation. By tapping into Gen Z’s desire to stay true to themselves in the workplace, it ignited cultural conversation — challenging outdated norms while deepening emotional engagement with the brand.

 

In February 2025, “No Smiles” received both a Grand Clio and a Gold at the Clio Music Awards, a specialized program under the Clio Awards umbrella that celebrates excellence in music marketing and the use of music in advertising. This recognition further solidified the campaign’s impact on a global scale. Previously, the campaign also earned top honors including a Gold Lion at Cannes Lions 2024 and Grand Prix recognition at New York Festivals 2024, LIA 2024, and Spikes Asia 2025, making it one of the most internationally celebrated Japanese campaigns in recent memory.

 

Founded in New York in 1959, the Clio Awards are recognized as one of the industry’s “big three” global honors, alongside Cannes Lions and The One Show. The program celebrates outstanding creativity across advertising, design, and entertainment, attracting thousands of entries each year from more than 100 countries and regions.

 

Award Details:
Campaign: No Smiles
Client: McDonald’s Japan

 

Silver
・Social Media/ Specific Target Audience

 

Bronze
・Audio/ Specific Target Audience

 

For more information on the Clio Awards, visit:
https://clios.com/the-clio-awards