TBWA\HAKUHODO Shows Out at 2026 ACC AWARDS With 15 Wins, 3 Grand Prix

TOKYO — October 15, 2026 — TBWA\HAKUHODO (Headquarters: Minato-ku, Tokyo; President & CEO: Wataru Uchida) has achieved a major sweep at the 2026 66th ACC TOKYO CREATIVITY AWARDS, taking home 15 trophies—highlighted by three Prime Minister’s Prizes / ACC Grand Prix awards alongside a strong lineup of Gold, Silver, and Bronze honors.

As Japan’s premier recognition for creative excellence across all disciplines, the ACC TOKYO CREATIVITY AWARDS represent the highest benchmark of accomplishment for professionals across the creative spectrum.

Leading the agency’s night was Suntory Holdings’ “Guilty Soda NOPE,” which earned the supreme ACC Grand Prix (Prime Minister’s Prize) in two separate divisions: Marketing Effectiveness and Branded Communication (Category B). Tapping into the growing desire for "guilty pleasure" indulgences amid an increasingly stressful society, NOPE was created as an addictively rich and sweet carbonated beverage that embraces self-indulgence rather than health constraints, achieving over 100 million shipments in record time and creating a widespread cultural phenomenon.

Also claiming an ACC Grand Prix (Prime Minister’s Prize) in the PR category was “Cheer Signs,” a pioneering visual cheering mechanism developed in partnership with the Tokyo Metropolitan Government, 5005 Co., Ltd., and the NHK Group. Timed with the 100th anniversary of the Deaflympics, the initiative created a novel way to support athletes competing in a silent world. Co-designed alongside Deaf community members and active Deaf athletes, the campaign upended traditional noise-based cheering—like clapping and shouting—allowing anyone to communicate encouragement visually.

Additionally, Poplar Publishing’s campaign “Butasuke’s Trumpet (#HelpMeBooboo)” earned four awards, including two Golds, underscoring the agency’s breadth across varied creative domains. 

Full List of Awards

【Guilty Soda NOPE】
Client: Suntory Holdings Limited 
◾️ Prime Minister’s Prize / ACC Grand Prix
・Marketing Effectiveness: “A New Soda Brand Strategy Capturing Guilty Consumption” 
・Branded Communication (Category B): “A Guilty Viral Strategy Sparking a Social Phenomenon” 
◾️ Gold 
・PR: “PR-Driven Strategy Creating a Social Phenomenon and New Drinking Habits” 
◾️ Bronze
・Branded Communication (Category A): “A New Soda Brand Strategy Capturing Guilty Consumption” 

【Cheer Signs: Visual Support Reaching a Silent World】
Client: Tokyo Metropolitan Government, NHK Enterprises, Inc., NHK Global Media Services, Inc.
◾️ Prime Minister’s Prize / ACC Grand Prix
・PR
◾️ Silver
・Branded Communication (Category A)
・Design
◾️ Bronze
・Creative Innovation (Product & Service Category) 

【Butasuke’s Trumpet: Zero Heatstroke Deaths in Cars — Picture Book Content to Protect Young Lives (#HelpMeBooboo)】
Client: Poplar Publishing Co., Ltd.
◾️ Gold
・PR
・Creative Innovation (Product & Service Category)
◾️ Silver
・Branded Communication (Category A)
・Design 

【Monster Strike: "To the Trivial Days"】
Client: MIXI, Inc.
◾️ Bronze
・Film Craft (95 sec)

【Nissan LEAF: "Anxiety Without the Extension Dash"】
Client: Nissan Motor Co., Ltd.
◾️ Bronze
・Radio & Audio Advertising (Category A, 60 sec) 

【MILUFURI / Prototype】
Client: FUKKO DESIGN
◾️ Silver
・Creative Innovation (Product & Service Category)