TBWA\HAKUHODO is proud to announce that its creative work has secured a total of six awards—including Bronze Pencils and Merits—at The One Show 2026, one of the world’s premier international awards for advertising, design, and digital marketing hosted by the New York-based non-profit organization “The One Club for Creativity.”

 

Established in 1975 by The One Club for Creativity, The One Show celebrates the creativity of ideas and the quality of execution across advertising, design, and digital marketing. It is widely recognized as one of the “Big Three” global advertising accolades, alongside the Cannes Lions and the Clio Awards. In this year’s competition, TBWA\HAKUHODO’s projects were acclaimed for breaking through conventions and delivering deep societal impact.

 

Pioneering Innovation: Smart Eye Camera

The “Smart Eye Camera” (SEC), which won four awards including a Bronze Pencil in the IP & Product Design category, is a smartphone-based ophthalmic diagnostic device developed by OUI Inc., a medical startup originating from the Keio University School of Medicine, Tokyo. While providing diagnostic performance equivalent to traditional slit-lamp microscopes, SEC is low-cost and highly portable, making it a vital tool for regions with limited access to eye care. Driven by OUI Inc.’s vision to “reduce global blindness by 50%,” TBWA\HAKUHODO has served as a strategic creative partner to scale this life-changing innovation.

 

Redefining Support: CHEER SIGNS

Securing a Bronze Pencil in the Experiential & Immersive category and a Merit in Public Relations, “CHEER SIGNS” is a visual cheering system developed for deaf athletes competing in a world without sound, marking the 100th anniversary of the Deaflympics. Created in close collaboration with the Deaf community and active Deaf athletes, the project disrupted the conventional “auditory” nature of cheering—such as clapping and shouting—transforming it into a purely visual experience that allows everyone to deliver their support without relying on sound.

 

Following recent successes at Spikes Asia, ADFEST, the Clio Awards, and the recent triumph at the NY ADC Awards, these latest wins at The One Show further demonstrate that TBWA\HAKUHODO’s creativity is a juggernaut setting world-class standards, driving both brand growth and solutions for critical global challenges.

 

Award Details:

 

【Project: Smart Eye Camera】
Client: OUI Inc.

 

Bronze Pencil: IP & Product Design – Products for Good

Merit: Design & Branding – Design for Good

Merit: Health & Wellness – Products

Merit: Health & Wellness – Innovation / Execution in Health & Wellness

 

【Project: CHEER SIGNS】
Client: Tokyo Metropolitan Government

 

Bronze Pencil: Experiential & Immersive – Experiential & Immersive for Good

Merit: Public Relations – Events & Experiential