{"id":10290,"date":"2024-10-10T10:00:00","date_gmt":"2024-10-10T01:00:00","guid":{"rendered":"https:\/\/www.tbwahakuhodo.co.jp\/?p=10290"},"modified":"2024-10-09T15:32:10","modified_gmt":"2024-10-09T06:32:10","slug":"241010-lia","status":"publish","type":"post","link":"https:\/\/www.tbwahakuhodo.co.jp\/en\/news\/241010-lia\/","title":{"rendered":"TBWA\\HAKUHODO\u2019s \u201cNo Smiles\u201d Campaign Takes Home Grand Prix and Five Awards at LIA 2024"},"content":{"rendered":"<p>Tokyo, October 10<sup>th<\/sup>, 2024 \u2013 TBWA\\HAKUHODO is proud to announce that its \u201cNo Smiles\u201d campaign for McDonald\u2019s Japan has claimed top honors at the 2024 London International Awards (LIA), winning the prestigious Grand Prix (Grand) and four additional awards.<\/p>\n\n\n\n<p>&nbsp;<\/p>\n\n\n\n<p>\u201cNo Smiles\u201d redefined McDonald\u2019s Japan\u2019s long-standing brand asset, \u201c0 Yen Smile\u201d, tapping into Gen Z\u2019s desire for authenticity in the workplace. By partnering with J-Pop artist <strong>ano<\/strong>, TBWA\\HAKUHODO created an original track that deeply resonated with younger audiences, significantly driving brand engagement.<\/p>\n\n\n\n<p>&nbsp;<\/p>\n\n\n\n<p>In addition to its success at the LIA, the \u201cNo Smiles\u201d campaign has garnered international acclaim with five awards at the New York Festivals 2024 Advertising Awards (including Gold), three awards at Cannes Lions 2024 (including Gold), five awards at MAD STARS 2024 (including Gold), and a Bronze at the APAC Effie Awards 2024.<\/p>\n\n\n\n<p>&nbsp;<\/p>\n\n\n\n<p>The LIA, founded in 1986, is globally recognized as one of the top creative awards, celebrating excellence in advertising, design, digital, music, and production across a broad range of media. With a rigorous judging process, LIA invites industry leaders and visionaries from around the world to evaluate entries through multiple onsite rounds, ensuring that the best creative ideas are recognized. Winning a LIA is a testament to the highest standards of creativity and innovation in the industry.<\/p>\n\n\n\n<p>&nbsp;<\/p>\n\n\n\n<p><strong>Awards received at LIA 2024 are as follows:<\/strong><\/p>\n\n\n\n<p>Title: No Smiles<br>Client: McDonald\u2019s Japan<\/p>\n\n\n\n<ul>\n<li><strong>Grand:<\/strong><br>\u30fbTransformative Business Impact<\/li>\n<\/ul>\n\n\n\n<ul>\n<li><strong>Gold:<\/strong><br>\u30fbBranded Entertainment \/ Music Videos<br>\u30fbTransformative Business Impact \/ Commercial Transformation &#8211; Brand Manifestation<\/li>\n<\/ul>\n\n\n\n<ul>\n<li><strong>Silver:<\/strong><br>\u30fbMusic &amp; Sound \/ Original Music with Lyrics<br>\u30fbUse of Social Media &amp; Influencers \/ Retail<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>Tokyo, October 10th, 2024 \u2013 TBWA\\HAKUHODO is proud to announce that its \u201cNo Smiles\u201d campaign for McDonald\u2019s Japan has claimed top honors at the 2024 London International Awards (LIA), winning the prestigious Grand Prix (Grand) and four additional awards. &nbsp; \u201cNo Smiles\u201d redefined McDonald\u2019s Japan\u2019s long-standing brand asset, \u201c0 Yen Smile\u201d, tapping into Gen Z\u2019s [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[40],"stories_tag":[],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/10290"}],"collection":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/comments?post=10290"}],"version-history":[{"count":1,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/10290\/revisions"}],"predecessor-version":[{"id":10298,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/10290\/revisions\/10298"}],"wp:attachment":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/media?parent=10290"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/categories?post=10290"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/tags?post=10290"},{"taxonomy":"stories_tag","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/stories_tag?post=10290"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}