{"id":10752,"date":"2025-05-19T13:00:00","date_gmt":"2025-05-19T04:00:00","guid":{"rendered":"https:\/\/www.tbwahakuhodo.co.jp\/?p=10752"},"modified":"2025-06-11T12:15:08","modified_gmt":"2025-06-11T03:15:08","slug":"the-one-show-2025","status":"publish","type":"post","link":"https:\/\/www.tbwahakuhodo.co.jp\/en\/news\/the-one-show-2025\/","title":{"rendered":"TBWA\\HAKUHODO Completes Global Creative Trifecta\u00a0with Win at The One Show 2025"},"content":{"rendered":"

No Smiles<\/strong><\/em> campaign recognized at all three of the world\u2019s top creative award shows<\/strong> <\/p>\n\n\n\n

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Tokyo, Japan \u2014 TBWA\\HAKUHODO is proud to announce that its campaign No Smiles<\/em> for McDonald\u2019s Japan has been awarded a Best of Discipline Pencil and Gold Pencil honor at The One Show 2025 \u2014 one of the highest honors bestowed by the competition and among the most prestigious accolades in international advertising and design.<\/p>\n\n\n\n

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This latest recognition completes a rare and remarkable achievement: earning accolades at all three of the world\u2019s top creative festivals \u2014 Cannes Lions, Clio Awards, and The One Show \u2014 within a single award season. With this milestone, TBWA\\HAKUHODO joins a small and elite group of agencies globally that have achieved this creative trifecta.<\/p>\n\n\n\n

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The awarded campaign, No Smiles<\/em>, reimagines McDonald\u2019s Japan\u2019s long-standing \u201c\u00a50 Smile\u201d brand asset through the lens of Gen Z values \u2014 shifting the meaning from a corporate courtesy to a deeper conversation around workplace authenticity and emotional labor.<\/p>\n\n\n\n

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Since its launch, the campaign has resonated with audiences across Japan and beyond, collecting major international accolades including a Gold Lion at Cannes Lions 2024, a Grand Clio and Gold at the Clio Music Awards, a Silver and Bronze at the 2025 Clio Awards, and now a Best of Discipline Pencil and Gold Pencil at The One Show 2025.<\/p>\n\n\n\n

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The One Show, produced by The One Club for Creativity, is widely regarded as one of the most influential awards in the global creative industry. This globally renowned competition annually receives tens of thousands of entries from across more than 60 countries. <\/p>\n\n\n\n

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Through this recognition, TBWA\\HAKUHODO reaffirms its commitment to ideas that challenge norms, provoke reflection, and connect with culture in meaningful ways \u2014 not just in Japan, but around the world.<\/p>\n\n\n\n

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Award Details:<\/strong> <\/p>\n\n\n\n

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Campaign: No Smiles (Client: McDonald\u2019s Japan) <\/strong>

\u25fe\ufe0f Best of Discipline Pencil <\/strong>
Music & Sound Craft

\u25fe\ufe0f Gold Pencil <\/strong>
Music & Sound Craft \u2013 Artist \/ Brand Collaboration

\u25fe\ufe0f Silver Pencil <\/strong>
Branded Entertainment \u2013 Music Videos

\u25fe\ufe0f Merit <\/strong>
Radio & Audio-First \u2013 Craft \/ Casting 
Social Media \u2013 Influencer Marketing \/ Use of Celebrity<\/p>\n\n\n\n

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For more information on The One Show, visit: 
https:\/\/www.oneclub.org\/awards\/theoneshow<\/a> <\/p>","protected":false},"excerpt":{"rendered":"

No Smiles campaign recognized at all three of the world\u2019s top creative award shows    Tokyo, Japan \u2014 TBWA\\HAKUHODO is proud to announce that its campaign No Smiles for McDonald\u2019s Japan has been awarded a Best of Discipline Pencil and Gold Pencil honor at The One Show 2025 \u2014 one of the highest honors bestowed […]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"stories_tag":[],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/10752"}],"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=10752"}],"version-history":[{"count":2,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/10752\/revisions"}],"predecessor-version":[{"id":10788,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/10752\/revisions\/10788"}],"wp:attachment":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/media?parent=10752"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/categories?post=10752"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/tags?post=10752"},{"taxonomy":"stories_tag","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/stories_tag?post=10752"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}