Häagen-Dazs Japan
MY SPECIAL ONE.
With its first packaging renewal in seven years, Häagen-Dazs introduces a new brand message: My Special One. The brand film captures the genuine moments and the uniquely Häagen-Dazs sense of rich happiness.
Creative
CHEER SIGNS
CHEER SIGNS
- Client
- Tokyo Metropolitan GovernmentTokyo Metropolitan Government
- Category
- Creative /Innovation
- Date
- November 2025
OUTLINE
“CHEER SIGNS” 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.
Awards
Spikes Asia 2026
Design / Inclusive Design
Gold
Innocation / Societal Innovation
Gold
PR / Cultural Engagement
Silver
Entertainment / Divercity & Inclusion in Sport
Bronze
Credit
Client
Tokyo Metropolitan Government
TBWA\HAKUHOO
Chief Creative Officer
Takahiro Hosoda
Head of Production
Hirotaka Fukatsu
Creative Director
Suguru Kato
Art Director
Katsuya Arai
Copywriter
Kei Hirasa
Producer
Shun Sasaki, Wataru Ito
Director
Nobuyuki Yamatsu
Editor
Nobuo Mita
Motion Designer
Kiyotaka Sumiyoshi
Senior Strategic Director
Takanori Akahoshi
Strategic Director
Atsushi Kikkawa
Strategic Planner
Yuna Mogi
Account Director
Ryusuke Taira
Account Supervisor
Min Liu
Transcreator
Eric Ellefsen
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