TBWA\HAKUHODO Wins Gold & Bronze at Cannes Lions 2024 for McDonald’s “No Smiles” Campaign

21 June 2024

Tokyo, June 21st – TBWA\HAKUHODO is thrilled to announce that “No Smiles” campaign developed for McDonald’s Japan has won a total of three awards, including a Gold Lions for the Social & Influencer category at the Cannes Lions International Festival of Creativity.


This hiring campaign successfully addressed McDonald’s Japan’s challenge to engage with Gen Z who were no longer resonating with the brand’s proud tradition of offering free ‘smiles’ on the menu. The work was recognized for its disruptive collaboration with popular J-Pop artist Ano to produce an original track expressing Gen Z’s desire to be themselves, and the brand’s commitment to encourage authenticity in the workplace for all.


The Cannes Lions International Festival of Creativity 2024, was held from June 17 to 21 in Cannes, France. 26,753 entries were submitted this year with only 10% making it to the Shortlist, and a mere 3% receiving a Lions Award. “No Smiles” stood out from the competition, securing a Gold in the Social & Influencer category and Bronze in both the Audio & Radio and the Entertainment Lions for Music categories.


The results of the Cannes Lions 2024 are as follows.
CLIENT:McDonald’s Japan
TITLE:No Smiles


【Social & Influencer】- Culture & Context / Single-Market Campaign
【Audio & Radio】- Culture & Context / Social Behavior & Cultural Insight
【Entertainment Lions for Music】- Partnerships / Partnerships with Talent