Tokyo, Japan — TBWA\HAKUHODO is proud to announce that two of its campaigns have been honored with Wood Pencils at the D&AD Awards 2025 — one of the most prestigious global accolades recognizing excellence in design and advertising. 

 

The awarded work — No Smiles for McDonald’s Japan and PRIDE CODE for The Asahi Shimbun & Spotify — was recognized for pushing creative boundaries through originality, executional craft, and cultural impact. 

 

 A Wood Pencil is awarded to work deemed the best of the year in its category — a standard of creative excellence that sets an example for future generations and earns its place in the D&AD Annual. This year’s competition concluded with 668 Pencils awarded across 44 categories, underscoring the selectivity and prestige of each honor. 

 

Now in its 63rd year, the D&AD Awards continue to celebrate the world’s most outstanding commercial creativity. Work is judged by global leaders across disciplines, with each Pencil level representing a different benchmark of achievement. 

 

Award Details:    

 

Campaign: No Smiles
Client: McDonald’s Japan

 

◾️ Wood Pencil
Sound Design & Use of Music / Artist & Brand Collaboration

 

Campaign: PRIDE CODE
Client: The Asahi Shimbun & Spotify

 

◾️ Wood Pencil
Press & Outdoor / Interactive Poster Adverts