TBWA\HAKUHODO is proud to announce that its project INTELLIGENT PUPPET IRUYO has won Bronze in the Design category at the London International Awards (LIA) 2025. Established in 1986, LIA is a global creative awards festival that honors excellence and innovation across advertising, design, digital, music, and production.

 

The Bronze-winning work, INTELLIGENT PUPPET IRUYO, is the world’s first in-car babysitting support robot. Developed in collaboration with Nissan Motor Co., Ltd. and Akachan Honpo, IRUYO blends Nissan’s sensing technology and human-centered design to transform the in-car experience for parents and children. The system responds to voice cues — playing peek-a-boo or clapping along to songs — with a front-seat sensor unit relaying commands to a rear-seat puppet. That puppet monitors the baby’s facial expressions and can gently close its eyes when detecting sleep, forming a real-time feedback loop that keeps the parent aware without distraction. In effect, IRUYO bridges the “invisible distance” created by rear-facing seats, proposing a new paradigm for family mobility. 

 

In addition to this Bronze recognition, Smart Eye Camera (Client: OUI Inc.) and THE SYMPHONY PLOTTER (Client: The Japan Philharmonic Orchestra) were both named Finalists at LIA 2025. 

 

The multiple honors underscore TBWA\HAKUHODO’s strength in delivering creativity that not only drives cultural and social transformation but also demonstrates tangible innovation and craftsmanship. Under its global philosophy of DISRUPTION®, the agency remains committed to creating ideas that challenge conventions and shape a more connected future. 

 

Award Details: 

 

TITLE: INTELLIGENT PUPPET IRUYO

Client: Nissan Motor Co., Ltd.

 

■ BRONZE 
・ Design / Prototype 

 

TITLE: Smart Eye Camera

Client: OUI Inc.

 

■ FINALIST 
・ Pharma & Medical / Devices and Diagnostics 

 

TITLE: THE SYMPHONY PLOTTER

Client: The Japan Philharmonic Orchestra

 

■ FINALIST 
・ Design / Data Visualization