Proprietary AI Device “RADIO TIME MACHINE” Wins the Festival’s Highest Honor

 

TBWA\HAKUHODO is proud to announce that its creative works have won a total of five awards, including the festival’s highest honor, the Grand Prix, at the historic and globally renowned New York Festivals 2026 Advertising Awards.

 

Established in 1957 to celebrate the world’s best creative work and to foster the further growth of the creative industry, New York Festivals is one of the world’s largest international advertising competitions. This year, the final winners were determined through rigorous evaluation by a grand jury of over 350 top international creatives from around the globe.

 

In this year’s competition, TBWA\HAKUHODO’s proprietary AI device, “RADIO TIME MACHINE,” achieved a spectacular triple win in “THE FUTURE NOW” category group—which honors the intersection of cutting-edge technology and creativity—taking home the Grand, a Gold, and a Silver award.

 

“RADIO TIME MACHINE” is an innovative AI device that automatically generates and plays audio content resembling a vintage radio program when a user tunes the dial to a specific year from the past. Equipped with a proprietary system combining generative text and generative voice AI, the device was developed by focusing on the insights of “reminiscence therapy”—a non-pharmacological treatment that helps prevent dementia by active recollection of past memories. The device is currently being implemented to address one of the biggest social challenges facing Japan – supporting the elderly in an ultra-aging society and fostering cross-generational communication.

 

In an ongoing project to validate the device’s implementation at elderly care facilities operated by Nichii Gakkan Co., Ltd.—a nationwide provider of medical, nursing, and childcare services—an observational study was conducted with multiple facility residents. By utilizing facial expression analysis to compare residents’ states before and after using the device, the study revealed definitive well-being improvements, including an average 8.7% increase in facial smile metrics and a 10% increase in expressive hand gestures.

 

The device received the highest praise on the global stage for its vision—elevating generative AI beyond a mere tool for operational efficiency into a medium for “Human Innovation” that enriches human relationships—as well as for its exceptional technical execution and commitment to social implementation. 

 

Furthermore, “CHEER SIGNS,” which captured a Gold trophy in the “SPORTS” category group and a Bronze trophy in the “AVANTGARDE / INNOVATIVE” category group, is a revolutionary,  visual cheering style created specifically for deaf athletes. Developed in collaboration with the Tokyo Metropolitan Government, 5005 inc., and the NHK (Japan Broadcasting Corporation) Group in time for the 100th anniversary of the Deaflympics, the project was developed through a deep co-creation process with deaf athletes and individuals.

 

Award Details:

 

Award-Winning Work: RADIO TIME MACHINE

Advertiser: Nichii Gakkan

• Grand
  • THE FUTURE NOW: BEST USE — Innovation
• Gold
  • THE FUTURE NOW: BEST USE — Innovation
• Silver
  • THE FUTURE NOW: Craft & Execution — Generative Audio/Augmented Audio

 

Award-Winning Work: CHEER SIGNS

Advertiser: Tokyo Metropolitan Government, NHK Enterprises, NHK Global Media Services

• Gold
  • SPORTS: Best Use — Diversity, Equity, and Inclusion
• Bronze
  • AVANTGARDE / INNOVATIVE：Avant-Garde / Innovative — Live Experience