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
RADIO TIME MACHINE
RADIO TIME MACHINE
- Category
- Creative /Innovation
- Date
- March 2026
- Link
- Site
OUTLINE
"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.
Awards
Cannes Lions 2026
Innovation / Early-Stage Technology
Silver
New York Festivals 2026 Advertising Awards
THE FUTURE NOW：BEST USE - Innovation
Grand Prix
THE FUTURE NOW：BEST USE - Innovation
Gold
THE FUTURE NOW：Craft & Execution - Generative Audio/Augmented Audio
Silver
Credit
TBWA\HAKUHODO
Chief Creative Officer
Takahiro Hosoda
Head of Innovation
Kyoko Yonezawa
Senior Creative Director
Kenshiro Suzuki
Creative Director
Kaname Aratame
Art Director
Takao Mizumoto
Experience Planner
Hikari Watanabe
Technical Director / Programmer
Eiki Kurokawa
Senior Copywriter
Ryo Kobayashi
Experience Planner
Yuna Goda
PR Director
Satoshi Kanai
Engineer
Rahmat Hidayat
AI Specialist
Shinnosuke Yokoyama
Producer
Tsutomu Hirakue, Yuki Sakamoto, Shun Sasaki
Account
Yosuke Nishinaka
Editor
Nobuo Mita
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