TBWA\HAKUHODO is very proud to announce that it has received a total of seven awards at Spikes Asia 2026, the most prestigious festival for creative communications and marketing in the Asia-Pacific region. 

 

Among this year’s accolades, the agency was honored with two Grand Prix for its work on “No Smiles” and “Smart Eye Camera.” 

 

Spikes Asia serves as the definitive benchmark for creative excellence in the Asia-Pacific, celebrating the best in marketing and advertising across the region. The festival shines a spotlight on the most influential creative solutions that drive both cultural and business transformation. Once again, TBWA\HAKUHODO’s work was recognized by an international panel of jurors for its ability to push the boundaries of innovation and effectiveness. 

 

The “No Smiles” campaign for McDonald’s Japan received the Grand Prix in the Creative Effectiveness category (Market Disruption). This category is regarded as one of the festival’s most rigorous, with evaluation hyper-focused on how creativity drives measurable, long-term brand value and sustainable business growth through data-backed strategy. Following its Silver Lion win in the same category at Cannes Lions 2025, this recognition proves that the campaign’s strategy continues to deliver both significant business impact and cultural resonance well beyond its initial launch. 

 

Smart Eye Camera (SEC), developed by OUI Inc., was awarded the Grand Prix in the Innovation category (Product Innovation). SEC is an iPhone-based ophthalmic medical attachment that delivers diagnostic performance equivalent to a traditional slit-lamp microscope while remaining affordable and portable. This enables accessibility to eye care in regions with limited medical resources. With a company mission to “reduce global blindness by 50%” this award is both a celebration of OUI Inc.’s fruitful partnership with TBWA \HAKUHODO and the agency’s creative alchemy and vision that integrated medical technology with accessible design, creating truly meaningful innovation that addresses pressing global issues. These top honors, combined with additional Gold, Silver, and Bronze awards for “Cheer Signs,” highlight TBWA\HAKUHODO’s creative versatility in simultaneously inspiring the world while solving complex business and social challenges through its “Disruption®︎” methodology.   

 

The full results of Spikes Asia 2026 are as follows: 

 

Award Details:  
 
TITLE: No Smiles
Client: McDonald’s Japan
■ GRAND PRIX  
Creative Effectiveness / Market Disruption 

 

TITLE: Smart Eye Camera
Client: OUI Inc.
◾️Grand Prix 
Innovation / Product Innovation 
◾️Bronze 
Design / Inclusive Design 

 

TITLE: Cheer Signs
Client: Tokyo Metropolitan Government
◾️Gold 
Design / Inclusive Design 
Innovation / Societal Innovation 
◾️Silver 
PR / Cultural Engagement 
◾️Bronze 
Entertainment / Diversity & Inclusion in Sport