Tokyo, Japan \u2014 TBWA\\HAKUHODO is proud to announce that its campaign \u201cNo Smiles\u201d for McDonald\u2019s Japan has been awarded both a Silver and a Bronze at the prestigious 2025 Clio Awards. The campaign was recognized in the Social Media and Audio Mediums , reflecting its creative versatility across platforms.<\/p>\n\n\n\n
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A bold reimagining of McDonald\u2019s Japan\u2019s iconic \u201c\u00a50 Smile,\u201d the \u201cNo Smiles\u201d campaign gave a modern voice to a new generation. By tapping into Gen Z\u2019s desire to stay true to themselves in the workplace, it ignited cultural conversation \u2014 challenging outdated norms while deepening emotional engagement with the brand.<\/p>\n\n\n\n
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In February 2025, \u201cNo Smiles\u201d received both a Grand Clio and a Gold at the Clio Music Awards, a specialized program under the Clio Awards umbrella that celebrates excellence in music marketing and the use of music in advertising. This recognition further solidified the campaign’s impact on a global scale. Previously, the campaign also earned top honors including a Gold Lion at Cannes Lions 2024 and Grand Prix recognition at New York Festivals 2024, LIA 2024, and Spikes Asia 2025, making it one of the most internationally celebrated Japanese campaigns in recent memory.<\/p>\n\n\n\n
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Founded in New York in 1959, the Clio Awards are recognized as one of the industry\u2019s \u201cbig three\u201d global honors, alongside Cannes Lions and The One Show. The program celebrates outstanding creativity across advertising, design, and entertainment, attracting thousands of entries each year from more than 100 countries and regions.<\/p>\n\n\n\n
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Award Details:<\/strong> <\/p>\n\n\n\n Silver <\/p>\n\n\n\n Bronze <\/p>\n\n\n\n
Campaign: No Smiles
Client: McDonald\u2019s Japan<\/p>\n\n\n\n
\u30fbSocial Media\/ Specific Target Audience<\/p>\n\n\n\n
\u30fbAudio\/ Specific Target Audience<\/p>\n\n\n\n