IRUYO is the world’s first in-car babysitting robot. It soothes babies with movements like peek-a-boo or clapping in response to the driver’s voice or music. In Japan, safety guidelines require babies under 15 months to be in rear-facing backseat car seats. When babies fuss, driving parents cannot easily respond, making 80% of parents feel anxious when driving alone with their child—an anxiety that can lead to accidents. Nissan developed IRUYO to provide safety and peace of mind for both parent and baby.
The all-new 4th-generation Elgrand makes a bold return with its first full model change in 16 years. This TVCM majestically heralds the comeback of the pioneer of premium minivans under the powerful message "ELGRAND IS BACK."
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.