Tokyo, October 10^th, 2024 – TBWA\HAKUHODO is proud to announce that its “No Smiles” campaign for McDonald’s Japan has claimed top honors at the 2024 London International Awards (LIA), winning the prestigious Grand Prix (Grand) and four additional awards.

 

“No Smiles” redefined McDonald’s Japan’s long-standing brand asset, “0 Yen Smile”, tapping into Gen Z’s desire for authenticity in the workplace. By partnering with J-Pop artist ano, TBWA\HAKUHODO created an original track that deeply resonated with younger audiences, significantly driving brand engagement.

 

In addition to its success at the LIA, the “No Smiles” campaign has garnered international acclaim with five awards at the New York Festivals 2024 Advertising Awards (including Gold), three awards at Cannes Lions 2024 (including Gold), five awards at MAD STARS 2024 (including Gold), and a Bronze at the APAC Effie Awards 2024.

 

The LIA, founded in 1986, is globally recognized as one of the top creative awards, celebrating excellence in advertising, design, digital, music, and production across a broad range of media. With a rigorous judging process, LIA invites industry leaders and visionaries from around the world to evaluate entries through multiple onsite rounds, ensuring that the best creative ideas are recognized. Winning a LIA is a testament to the highest standards of creativity and innovation in the industry.

 

Awards received at LIA 2024 are as follows:

Title: No Smiles
Client: McDonald’s Japan

• Grand:
  ・Transformative Business Impact

• Gold:
  ・Branded Entertainment / Music Videos
  ・Transformative Business Impact / Commercial Transformation – Brand Manifestation

• Silver:
  ・Music & Sound / Original Music with Lyrics
  ・Use of Social Media & Influencers / Retail