{"id":10924,"date":"2025-09-01T10:00:00","date_gmt":"2025-09-01T01:00:00","guid":{"rendered":"https:\/\/www.tbwahakuhodo.co.jp\/?p=10924"},"modified":"2025-08-31T18:30:26","modified_gmt":"2025-08-31T09:30:26","slug":"mad-stars-2025","status":"publish","type":"post","link":"https:\/\/www.tbwahakuhodo.co.jp\/en\/news\/mad-stars-2025\/","title":{"rendered":"Smart Eye Camera Wins Gold at MAD STARS 2025 Among Ten Honors"},"content":{"rendered":"

Tokyo, Japan \u2014 TBWA\\HAKUHODO is proud to announce that it has received a total of ten awards at MAD STARS 2025<\/strong>, the global advertising festival held annually in Busan, South Korea, which honors the fusion of creativity and technology. Among this year\u2019s accolades, the agency was awarded Gold<\/strong> for its work on Smart Eye Camera<\/em>.<\/p>\n\n\n\n

 <\/p>\n\n\n\n

Founded in 2008 with the support of the city of Busan, MAD STARS is the only international advertising festival in Asia open to entries from around the world. The festival shines a spotlight on creative solutions that merge innovation with cutting-edge technology.<\/p>\n\n\n\n

This year\u2019s theme, \u201cAI-vertising, AI Advertising Marketing Era,\u201d<\/strong> highlighted the transformative role of AI in the marketing and advertising industry. Judging was conducted by over 350 international jurors representing more than 70 countries, awarding Gold, Silver, Bronze, and Crystal accolades across diverse categories.<\/p>\n\n\n\n

 <\/p>\n\n\n\n

The Smart Eye Camera (SEC)<\/strong>, developed by OUI Inc., a Keio University School of Medicine startup, received Gold in both the SDGs Stars<\/strong> and Innovation Stars<\/strong> categories. SEC is an iPhone-based ophthalmic medical attachment that delivers diagnostic performance equivalent to a traditional slit-lamp microscope, while remaining affordable and portable. This enables accessibility to eye care in regions with limited medical resources.<\/p>\n\n\n\n

 <\/p>\n\n\n\n

TBWA\\HAKUHODO has supported OUI Inc.\u2019s mission to \u201creduce global blindness by 50%<\/strong>\u201d by leveraging creativity to accelerate adoption of SEC through intuitive UI design, tutorial videos, and experience design that allows even non-specialists to perform screenings. The project also supports enhanced ophthalmic access in developed countries, as well as applications in veterinary medicine. The recognition celebrates its innovative integration of technology and design, embodiment of the SDGs principle of \u201cleaving no one behind,\u201d and its significant social impact in preventing avoidable blindness worldwide.<\/p>\n\n\n\n

 <\/p>\n\n\n\n

The full results of MAD STARS 2025 are as follows:<\/p>\n\n\n\n

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

 <\/p>\n\n\n\n

Campaign: Smart Eye Camera<\/strong><\/p>\n\n\n\n

Client: OUI Inc.<\/strong><\/p>\n\n\n\n

 <\/p>\n\n\n\n

\u25a0 GOLD<\/strong><\/p>\n\n\n\n

Innovation Stars \/ Innovation<\/p>\n\n\n\n

SDGs Stars \/ SDGs<\/strong><\/p>\n\n\n\n

 <\/p>\n\n\n\n

Campaign:<\/strong> INTELLIGENT PUPPET IRUYO<\/strong><\/p>\n\n\n\n

Client: Nissan Motor<\/strong><\/p>\n\n\n\n

 <\/p>\n\n\n\n

\u25a0 SILVER<\/strong><\/p>\n\n\n\n

Design Stars \/ Use of Design<\/strong><\/p>\n\n\n\n

\u25a0 CRYSTAL<\/strong><\/p>\n\n\n\n

Innovation Stars \/ Innovation<\/p>\n\n\n\n

 <\/p>\n\n\n\n

Campaign: <\/strong>PRIDE FILTER<\/strong><\/p>\n\n\n\n

Client: Marriage For All Japan<\/strong><\/p>\n\n\n\n

 <\/p>\n\n\n\n

\u25a0 BRONZE<\/strong><\/p>\n\n\n\n

Direct Stars \/ Sectors<\/p>\n\n\n\n

Diverse Insights Stars \/ Culture & Context<\/p>\n\n\n\n

 <\/p>\n\n\n\n

Campaign: <\/strong>PRIDE CODE<\/strong><\/p>\n\n\n\n

Client: Spotify Japan<\/strong><\/p>\n\n\n\n

 <\/p>\n\n\n\n

\u25a0 CRYSTAL<\/strong><\/p>\n\n\n\n

Media Stars \/ Use of Media<\/p>\n\n\n\n

Brand Experience & Activation Stars \/ Use of Brand Experience & Activation<\/p>\n\n\n\n

 <\/p>\n\n\n\n

Campaign: <\/strong>THE SYMPHONY PLOTTER<\/strong><\/p>\n\n\n\n

Client: The Japan Philharmonic Orchestra<\/strong><\/p>\n\n\n\n

 <\/p>\n\n\n\n

\u25a0 CRYSTAL<\/strong><\/p>\n\n\n\n

Design Stars \/ Use of Design<\/p>\n\n\n\n

 <\/p>\n\n\n\n

Campaign: <\/strong>SEAT TO LEAD<\/strong><\/p>\n\n\n\n

Client: Mynavi<\/strong><\/p>\n\n\n\n

 <\/p>\n\n\n\n

\u25a0 CRYSTAL<\/strong><\/p>\n\n\n\n

PR Stars \/ Culture & Context<\/p>","protected":false},"excerpt":{"rendered":"

Tokyo, Japan \u2014 TBWA\\HAKUHODO is proud to announce that it has received a total of ten awards at MAD STARS 2025, the global advertising festival held annually in Busan, South Korea, which honors the fusion of creativity and technology. Among this year\u2019s accolades, the agency was awarded Gold for its work on Smart Eye Camera. […]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[13],"stories_tag":[],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/10924"}],"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=10924"}],"version-history":[{"count":1,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/10924\/revisions"}],"predecessor-version":[{"id":10933,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/10924\/revisions\/10933"}],"wp:attachment":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/media?parent=10924"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/categories?post=10924"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/tags?post=10924"},{"taxonomy":"stories_tag","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/stories_tag?post=10924"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}