Using creativity not only to drive business, but to reshape society and culture for the better. Our vision is to set the pace ofchange, delivering innovation, proactive solutions, and world-class creativity that transforms industries. With Disruption® at thecore of our philosophy and methodology, we challenge conventions, push boundaries, and help brands actively shape the future.
CREATE. INVENT. HAVE IDEAS
DISRUPTION®
Since. 2006
Tokyo, Japan
35.6430°N, 139.7470°W
WeAreTheDISRUPTION®COMPANY
WEHELPBRANDSFIND
STRATEGICANDCREATIVEWHITESPACES
CREATE.INVENT.HAVEIDEAS.
WeAreTheDISRUPTION®COMPANY
WEHELPBRANDSFIND
STRATEGICANDCREATIVEWHITESPACES
CREATE.INVENT.HAVEIDEAS.
WeAreTheDISRUPTION®COMPANY
WEHELPBRANDSFIND
STRATEGICANDCREATIVEWHITESPACES
DIS
RUPTION®
DIS
RUPTION®
We are
Using creativity to drive business and positivelyshape society and culture. Our vision is to leadchange through innovation, proactive solutions,and world-class creativity that transforms industries.With Disruption® at our core, we challengeconventions, push boundaries, and help brandsshape what comes next.
Disruption®
Since 1992, Disruption® has been the DNA of theTBWA global network—a core philosophy guidinghow we think and work. At TBWA, Disruption®means creative destruction: challengingconventions, redefining rules, and unlocking newideas and growth. Beyond advertising, it is howwe help clients grow in new territories.
DIS
RUPTION®
DIS
RUPTION®
TOKYO, JAPANTBWA \ HAKUHODO
TBWA \博報堂
35.6430°N,139.7470°W
芝浦港区
We’re the Disruption® Company. We helpbrands find strategic and creative whitespace
TOKYO, JAPANTBWA \ HAKUHODO
TBWA \博報堂
35.6430°N,139.7470°W
芝浦港区
We’re the Disruption® Company. We helpbrands find strategic and creative whitespace
TOKYO, JAPANTBWA \ HAKUHODO
TBWA \博報堂
35.6430°N,139.7470°W
芝浦港区
We’re the Disruption® Company. We helpbrands find strategic and creative whitespace
IT’S
DISRUPTION®METHODOLOGYISNOTDESTRUCTION;
CREATION
IT’S
DISRUPTION®METHODOLOGYISNOTDESTRUCTION;
CREATION
IT’S
DISRUPTION®METHODOLOGYISNOTDESTRUCTION;
CREATION
Dis-rupt
Since. 2006Tokyo, Japan
35.6430°N,139.7470°W
Dis-rupt
Since. 2006Tokyo, Japan
35.6430°N,139.7470°W
Dis-rupt
Since. 2006Tokyo, Japan
35.6430°N,139.7470°W
IT’S
DISRUPTION®METHODOLOGYISNOTDESTRUCTION;
CREATION
IT’S
DISRUPTION®METHODOLOGYISNOTDESTRUCTION;
CREATION
IT’S
DISRUPTION®METHODOLOGYISNOTDESTRUCTION;
CREATION
TOKYO, JAPANTBWA \ HAKUHODO
TBWA \博報堂
35.6430°N,139.7470°W
芝浦港区
We’re the Disruption® Company. We helpbrands find strategic and creative whitespace
TOKYO, JAPANTBWA \ HAKUHODO
TBWA \博報堂
35.6430°N,139.7470°W
芝浦港区
We’re the Disruption® Company. We helpbrands find strategic and creative whitespace
TOKYO, JAPANTBWA \ HAKUHODO
TBWA \博報堂
35.6430°N,139.7470°W
芝浦港区
We’re the Disruption® Company. We helpbrands find strategic and creative whitespace
The all-new 4th-generation Elgrand makes a bold return with its first full model change in 16 years. This TVCM majestically heralds the comeback of the pioneer of premium minivans under the powerful message "ELGRAND IS BACK."
Category
Creative
Date
July 2026
Executive Creative Director
Norihito Takahashi
Copywriter
Kotona Watanabe, Seri Morikawa
Art Director
Sasuke Hatao
Planner
Yuki Yokoyama
Head of Strategy
Kazuyuki Matsuo
Strategic Planning Director
Keita Kawakatsu
Strategic planner
Reimi Connelly, Mayumi Hamada
Information
With its first packaging renewal in seven years, Häagen-Dazs introduces a new brand message: My Special One. The brand film captures the genuine moments and the uniquely Häagen-Dazs sense of rich happiness.
Category
Creative
Date
April 2026
Information
TBWA\HAKUHODO created this deeply unique animated music video referencing the central design concept for the Japan national soccer team uniform, “HORIZON.” Representing the unwavering determination of the Japan National Team and its fans, the "horizon" symbolizes FIFA World Cup™ victory. TBWA\HAKUHODO led the creative charge by partnering with globally renowned Japanese artist and vocalist, Ado to develop the music video for her song “Kira”, to tell this story.
Category
Creative
Innovation
Date
March 2026
Chief Creative Officer
Takahiro Hosoda
Head of Innovation
Kyoko Yonezawa
Senior Creative Director
Kenshiro Suzuki
Creative Director
Kaname Aratame
Art Director
Takao Mizumoto
Experience Planner
Hikari Watanabe
Technical Director / Programmer
Eiki Kurokawa
Information
"RADIO TIME MACHINE" is an AI device that generates radio-style audio content featuring news and hit songs from any chosen past year. Powered by a proprietary TBWA\HAKUHODO system combining text and voice generation AI, it is inspired by "reminiscence therapy"—a non-pharmacological approach to dementia care that uses past memories to stimulate cognitive function. Designed to support the elderly and foster intergenerational communication in a super-aging society, the device is currently being introduced to care facilities. We are also actively seeking development partners.
Category
Creative
Innovation
Date
November 2025
Chief Creative Officer
Takahiro Hosoda
Head of Production
Hirotaka Fukatsu
Creative Director
Suguru Kato
Art Director
Katsuya Arai
Copywriter
Kei Hirasa
Producer
Shun Sasaki
Director
Nobuyuki Yamatsu
Information
“CHEER SIGNS” is a revolutionary, visual cheering style created specifically for deaf athletes. Developed in collaboration with the Tokyo Metropolitan Government, 5005 inc., and the NHK (Japan Broadcasting Corporation) Group in time for the 100th anniversary of the Deaflympics, the project was developed through a deep co-creation process with deaf athletes and individuals.
