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.
TBWA\HAKUHODO created this deeply unique animated music video referencing the central design concept for the Japan national soccer team uniform, “HORIZON.” Representing the unwavering determination of the Japan National Team and its fans, the "horizon" symbolizes FIFA World Cup™ victory. TBWA\HAKUHODO led the creative charge by partnering with globally renowned Japanese artist and vocalist, Ado to develop the music video for her song “Kira”, to tell this story.
"RADIO TIME MACHINE" is an AI device that generates radio-style audio content featuring news and hit songs from any chosen past year. Powered by a proprietary TBWA\HAKUHODO system combining text and voice generation AI, it is inspired by "reminiscence therapy"—a non-pharmacological approach to dementia care that uses past memories to stimulate cognitive function. Designed to support the elderly and foster intergenerational communication in a super-aging society, the device is currently being introduced to care facilities. We are also actively seeking development partners.
“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.
TBWA\HAKUHODO created "Fandom Feast," a live-streaming platform for McDonald’s Japan that lets fans share a meal online with artists in real time. Featured artists created a special "Bundle Menu" of their favorite McDonald's items, available exclusively through the McDonald's app. This inspired fans to order, join the stream, and share the experience online. The first campaign featured XG, merging their galactic aesthetic with the joy of McDonald's in a cross-platform activation. By blending fandom and food culture, Fandom Feast redefines shared experiences and continues to grow as a new fan-culture movement.