TBWA\HAKUHODO Dominates MAD STARS 2026: Claims Highest Honor "Grand Prix of the Year" in 9-Award Sweep

TOKYO — August 2026 — TBWA\HAKUHODO has earned a total of 9 awards—headlined by the ultimate festival honor, Grand Prix of the Year—at MAD STARS 2026, the global creative festival celebrating the convergence of marketing, innovation, and technology in Busan, South Korea.

Against the backdrop of rapid AI evolution and digital transformation, MAD STARS 2026 convened world-class agencies to explore the future of human imagination paired with emerging technology.

Rising to the apex of the festival, TBWA\HAKUHODO’s proprietary AI innovation “RADIO TIME MACHINE” was awarded Grand Prix of the Year, designating it as the single most outstanding body of work across all categories. The campaign also clinched a Grand Prix in Health Stars, while “CHEER SIGNS” claimed the Grand Prix in Entertainment for Sports Stars. Taking home 9 awards in total, the agency once again proved the strength of its core ethos—DISRUPTION®—and its unmatched ability to scale disruptive ideas into real-world social impact.

About MAD STARS 2026

Founded in 2008 with the support of Busan Metropolitan City, MAD STARS is one of Asia’s largest international marketing and advertising festivals, recognized globally for celebrating solutions where visionary creativity meets cutting-edge technology.

Under the 2026 theme “AMPLIFY,” the festival focused on the synergy between human creative intelligence and evolving AI ecosystems. An international jury of more than 350 top-tier creative leaders and marketers completed final evaluations on August 24, culminating in a three-day festival (August 26–28) at SIGNIEL BUSAN and across the Haeundae district.

Key Award-Winning Campaigns

1. RADIO TIME MACHINE | Client: Nichii Gakkan

“RADIO TIME MACHINE” is a groundbreaking AI device that recreates the magic of vintage radio. When users tune the physical dial to a past era, the device automatically generates period-specific news broadcasts and hit music.

Powered by a custom architecture combining generative text and voice AI, the device operationalizes the principles of Reminiscence Therapy—a non-pharmacological approach that stimulates cognitive function and emotional well-being in seniors through nostalgic recall. The initiative directly addresses critical challenges in an aging society by fostering meaningful, cross-generational connection.

In trial deployments across eldercare facilities operated by Nichii Gakkan, an observational study using facial-expression analysis demonstrated remarkable efficacy:

• +8.7% average increase in positive facial expressions (smiles) during device interaction.
• +10.0% increase in expressive physical gestures compared to non-use baselines.

By elevating generative AI from an efficiency tool into a catalyst for Human Innovation, the campaign earned MAD STARS 2026’s ultimate accolade: Grand Prix of the Year.

2. CHEER SIGNS | Client: Tokyo Metropolitan Government, NHK Enterprises, NHK Global Media Services

Developed for the landmark 100th anniversary of the Deaflympics, “CHEER SIGNS” is an inclusive visual cheering system created for athletes competing in a world without sound.

Co-created alongside Deaf community members and active Deaf athletes, the project disrupted centuries of auditory fandom—such as applause and shouting—replacing them with a dynamic visual language of support. Recognized for its commitment to universal design, diversity, and athletic experience, the campaign secured multiple honors led by the Grand Prix in Entertainment for Sports Stars.

3. FANDOM FEAST | Client: McDonald's Japan

“Fandom Feast” is an interactive live-streaming platform that bridges physical distance by enabling fans to share a real-time meal with their favorite idols on screen.

Ahead of each stream, exclusive artist-curated menu sets were made available strictly through the official McDonald's app, allowing fans to tune in while enjoying the exact same meal as the performers. Launching in partnership with global pop group XG, the initiative evolved into a scalable campaign ecosystem that directly converts fan enthusiasm into mobile app engagement and sales, setting a new benchmark for community-driven retail growth.

Complete Winners List

Award-Winning Work: RADIO TIME MACHINE

Advertiser: Nichii Gakkan

■ GRAND PRIX OF THE YEAR
・Innovation Stars / Innovation

■ GRAND PRIX
・Health Stars / Health & Wellness

■ GOLD
・Radio & Audio Stars / Use of Radio & Audio

Award-Winning Work: CHEER SIGNS

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

■ GRAND PRIX 
・Entertainment for Sports Stars / Sport 

■ GOLD
・Brand Experience & Activation Stars / Sectors 

■ SILVER
・Brand Experience & Activation Stars / Use of Brand Experience & Activation
・Design Stars / Sectors

Award-Winning Work: Fandom Feast

Advertiser: McDonald's Japan

■ CRYSTAL
・Direct Stars / Use of Direct Marketing
・Commerce Stars / Culture & Context