{"id":10791,"date":"2025-06-24T16:00:00","date_gmt":"2025-06-24T07:00:00","guid":{"rendered":"https:\/\/www.tbwahakuhodo.co.jp\/?p=10791"},"modified":"2025-06-24T15:34:57","modified_gmt":"2025-06-24T06:34:57","slug":"250624-canneslions2025","status":"publish","type":"post","link":"https:\/\/www.tbwahakuhodo.co.jp\/en\/news\/250624-canneslions2025\/","title":{"rendered":"TBWA\\HAKUHODO Wins Silver Lion at Cannes"},"content":{"rendered":"

McDonald\u2019s \u201cNo Smiles\u201d awarded in Creative Effectiveness; three other campaigns shortlisted among 26,900 global entries<\/strong><\/p>\n\n\n\n

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Tokyo, Japan \u2013 TBWA\\HAKUHODO has received major recognition at Cannes Lions 2025<\/strong>, taking home a Silver Lion in Creative Effectiveness \u2013 Market Disruption<\/strong> for the \u201cNo Smiles\u201d<\/strong> campaign for McDonald\u2019s Japan<\/strong>, alongside three additional campaign shortlists across Design, Digital Craft, and Pharma categories. <\/p>\n\n\n\n

 <\/p>\n\n\n\n

The Creative Effectiveness category celebrates ideas that drive tangible results. To be eligible, campaigns must have been previously awarded or shortlisted at Cannes Lions between 2022 and 2024 \u2014 ensuring only proven, high-performing ideas are considered. Entries are judged on measurable impact, strategy, and sustained effectiveness. <\/p>\n\n\n\n

 <\/p>\n\n\n\n

Originally launched as a recruiting campaign, \u201cNo Smiles\u201d quickly became a cultural phenomenon. Built on bold insight and executed with distinctive craft, the campaign resonated deeply with Gen Z audiences while driving business results for McDonald\u2019s Japan \u2014 a rare crossover of cultural relevance and commercial return. <\/p>\n\n\n\n

This year\u2019s Silver Lion follows the campaign\u2019s 2023 Gold and Bronze wins and reflects its continued value as a long-term brand asset. <\/p>\n\n\n\n

 <\/p>\n\n\n\n

Three Campaigns Shortlisted \u2014 Among the Top Entries Out of 26,900 Global Submissions<\/strong> <\/p>\n\n\n\n

In addition to the Silver Lion, three TBWA\\HAKUHODO campaigns were shortlisted at Cannes Lions 2025 \u2014 placing them among the most standout work in a year that saw 26,900 global submissions, a 6% increase from 2024.<\/p>\n\n\n\n

 <\/p>\n\n\n\n

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

 <\/p>\n\n\n\n

Campaign: <\/strong>No Smiles<\/strong><\/em> <\/strong>
Client: McDonald\u2019s<\/strong><\/p>\n\n\n\n

 <\/p>\n\n\n\n

\u25a0 Silver Lion <\/strong>
Creative Effectiveness \/ Market Disruption <\/p>\n\n\n\n

 <\/p>\n\n\n\n

Campaign: <\/strong>PRIDE CODE<\/strong><\/em>
Client: Spotify Japan<\/strong><\/p>\n\n\n\n

 <\/p>\n\n\n\n

\u25a0 Shortlist <\/strong>
Design \/ Design for Behavioural Change <\/p>\n\n\n\n

 <\/p>\n\n\n\n

Campaign: <\/strong>THE SYMPHONY PLOTTE<\/strong><\/em>R<\/strong>
Client: The Japan Philharmonic Orchestra<\/strong><\/p>\n\n\n\n

 <\/p>\n\n\n\n

\u25a0 Shortlist<\/strong>
Digital Craft \/ Data Visualization <\/p>\n\n\n\n

 <\/p>\n\n\n\n

Campaign: <\/strong>Smart Eye Camera<\/strong><\/em>
Client: OUI Inc.,<\/strong><\/p>\n\n\n\n

 <\/p>\n\n\n\n

\u25a0 Shortlist<\/strong>
Pharma \/ Innovative Use of Technology: Patient or Healthcare Professional \u2013 Healthcare Product Innovation<\/p>","protected":false},"excerpt":{"rendered":"

McDonald\u2019s \u201cNo Smiles\u201d awarded in Creative Effectiveness; three other campaigns shortlisted among 26,900 global entries   Tokyo, Japan \u2013 TBWA\\HAKUHODO has received major recognition at Cannes Lions 2025, taking home a Silver Lion in Creative Effectiveness \u2013 Market Disruption for the \u201cNo Smiles\u201d campaign for McDonald\u2019s Japan, alongside three additional campaign shortlists across Design, Digital […]<\/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\/10791"}],"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=10791"}],"version-history":[{"count":1,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/10791\/revisions"}],"predecessor-version":[{"id":10799,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/10791\/revisions\/10799"}],"wp:attachment":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/media?parent=10791"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/categories?post=10791"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/tags?post=10791"},{"taxonomy":"stories_tag","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/stories_tag?post=10791"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}