TBWA\HAKUHODO is very proud to announce that it has received a staggering total of eight awards at ADFEST 2026, one of the most prestigious and long-standing festivals celebrating creative excellence in the Asia-Pacific region, further highlighting the agency as a true juggernaut of unmatched creative excellence.

 

Among this year’s accolades, the agency was honored with four Silver Lotuses and four Bronze Lotuses, recognized by an international panel of jurors for pushing the boundaries of innovation and social impact under the festival’s 2026 theme, “Human+.” 

Established in 1998, ADFEST is a leading international creative festival representing the Asia-Pacific region. It is known as a global authority within the industry, celebrating creative excellence across a wide range of fields, including advertising, marketing, digital, and production.

 

This year’s theme, “Human+,” explored how technology can amplify human creativity and unlock new forms of value—a challenge that TBWA\HAKUHODO embraced through its proprietary “Disruption®︎” methodology, delivering bold solutions that spark both cultural impact and meaningful social transformation.

 

The agency’s standout performer was “CHEER SIGNS”, developed for the Tokyo Metropolitan Government, which won three Silver Lotuses across the Entertainment, PR, and Design categories. Developed for the 100th anniversary of the Deaflympics, “CHEER SIGNS” is a new “visual cheering style” designed for deaf athletes competing in a world without sound. 

 

Co-created with the Deaf community and currently active deaf athletes, the project disrupted the long-held conventions of sound-based cheering—such as applause and shouting—enabling everyone to deliver their messages of support in a new visual language. The recognition across multiple categories at ADFEST highlights the project’s success in creating a new culture that taps into deep insights of the Deaf community and brings the world one step closer to true inclusion.

 

In the healthcare sector, “Smart Eye Camera” (for OUI Inc.) was awarded Bronze Lotuses in both Design and Sustainable Lotus categories. This simple iPhone-based ophthalmic medical tool continues to be recognized for its social impact, blending technology and design to innovate medical care, increase access to ophthalmological care to far reaches of the planet, and address the global challenge of reducing preventable blindness. 

 

Additionally, TBWA\HAKUHODO’s creative versatility was showcased through “THE SYNC AD” (Suntory Holdings), which earned a Silver Lotus in the Outdoor category for its bold media orchestration, and “Sounds Human” (Japan Philharmonic Orchestra), which received a Bronze Lotus in Film Craft for its meticulous production excellence. These accolades prove that TBWA\HAKUHODO’s creativity remains at the highest standard across diverse domains, from strategic media use to exquisite craftsmanship. 　 

 

The full results of ADFEST 2026 are as follows: 

 

Award Details

 

TITLE: CHEER SIGNS
Client: Tokyo Metropolitan Government

　Silver Lotus: ENTERTAINMENT LOTUS / Diversity & Inclusion in Entertainment 

　Silver Lotus: PR LOTUS / Breakthrough in PR 

　Silver Lotus: DESIGN LOTUS / Inclusive Design 

　Bronze Lotus: ENTERTAINMENT LOTUS / Breakthrough in Sports 

 

TITLE: Smart Eye Camera
Client: OUI Inc.

　Bronze Lotus: DESIGN LOTUS / Product Design: Innovative Design 

　Bronze Lotus: SUSTAINABLE LOTUS / Health & Well-Being 

 

TITLE: THE SYNC AD
Client: Suntory Holdings

　Silver Lotus: OUTDOOR LOTUS / Breakthrough in Outdoor 

 

TITLE: Sounds Human
Client: Japan Philharmonic Orchestra

　Bronze Lotus: FILM CRAFT LOTUS / Breakthrough in Production