Continuing a 5-year streak of TBWA\HAKUHODO talent leading the region. 

 

Big news from the Disruption Lab: Our very own Creative Director and Copywriter Shohei Oishi has been named to Campaign Asia-Pacific’s prestigious 40 Under 40 list for 2026, honoring the region’s most transformative marketing and creative leaders. 

 

The achievement marks the fifth consecutive year a TBWA\HAKUHODO team member has earned a spot on the 40 Under 40 list since 2022 – a testament to the power of Disruption® and our commitment to culture-shifting work.

 

Redefining the Power of Copywriting

Since launching his career in 2014, Shohei has consistently turned unconventional ideas into major cultural movements. From award-winning social commentary to massive commercial campaigns, his work sits right at the intersection of brand strategy and pop culture. 

 

Key Career Milestones & Highlights

• 2016: Earned the TCC (Tokyo Copywriters Club) Newcomer Award for NTT DOCOMO’s “Samurai Smartphone Parade” (Aruki-Sumafo Sankin-Kotai) and represented Japan at the ADFEST Young Lotus Workshop.

 

• 2018: Joined TBWA\HAKUHODO, going on to craft the globally acclaimed “THE MOST CHALLENGING PINGPONG TABLE” for the Japan Para Table Tennis Association – taking home a Cannes Gold Design Lion, alongside honors from D&AD and MADSTARS. 

• 2023: Secured the ACC Grand Prix – Japan’s highest advertising honor – for MIXI’S “#Oretachi no Mon-Story.”

 

• 2024: Spearheaded Mcdonald’s Japan’s iconic “No Smiles” recruitment campaign, winning a second ACC Grand Prix, a Gold Cannes Lion (Social & Influencer), and a Silver Cannes Lion (Creative Effectiveness).  

 

• 2025: Named Young Creative Person of the Year (Japan/Korea) at the Campaign Asia-Pacific Agency of the Year awards.

 

Shohei’s inclusion in the 2026 40 Under 40 list solidifies his reputation as one of the most exciting creative minds shaping the future of advertising across the Asia-Pacific region. 

 

About Shohei Oishi

Creative Director / Copywriter – Disruption Lab

 

Shohei joined Hakuhodo in 2014 before making the move to TBWA\HAKUHODO in 2018. Over the past decade, his work has captured the industry’s top honors across Cannes Lions, ACC, TCC, D&AD, and MADSTARS. He remains focused on using the power of words and disruption to build lasting impact for brands and society. 

 

Read the full Campaign Asia-Pacific “40 Under 40” feature here