Tokyo, October 31, 2024 – TBWA\HAKUHODO is proud to announce its exceptional performance at the 64th ACC TOKYO CREATIVITY AWARDS, receiving a total of 12 awards, including two Grand Prix/Minister of Internal Affairs and Communications Awards. These top honors were awarded for the ‘Have a Seat Project‘ and ‘Audrey’s All Night McDonald’s’ campaign. 

 

Have a Seat Project: This initiative challenged Japan’s traditional expectations in the retail sector, where cashiers are often required to stand for long hours as a display of hospitality. TBWA\HAKUHODO developed and distributed ergonomic chairs at no cost to retailers, igniting a media and social conversation on employee well-being and hospitality standards. The project not only provided physical relief to cashiers but also aimed to shift public attitudes, enhancing customer service while prioritizing employee health. The campaign was widely praised for its role in driving meaningful social change. 

 

Audrey’s All Night McDonald’s: Designed to boost nighttime visits to McDonald’s, this campaign partnered with popular comedy duo Audrey and their hit radio show. With the tagline ” Meaningless Nights are such a Luxury,” the campaign broadcast unscripted conversations between the duo exclusively within McDonald’s locations after dark. By focusing on the experience of spending time with friends at McDonald’s rather than promoting specific products, the campaign was celebrated for its fresh, experiential approach and received high praise from the judges. 

 

The ACC TOKYO CREATIVITY AWARDS is one of Japan’s most esteemed accolades, celebrating creativity across diverse fields. Winning a Grand Prix Award represents one of the highest achievements in Japan’s creative industry. 

 

Awards received at the 64th ACC TOKYO CREATIVITY AWARDS are as follows: 

 

The Work：Have a Seat Project 

◾️ The Minister of Internal Affairs and Communications Award / ACC Grand Prix 

　PR Category 

◾️ACC Gold 

　Design Category 

◾️ACC Bronze 

　 Branded Communication Category B 

 

The Work：Audrey’s All Night McDonald’s

◾ The Minister of Internal Affairs and Communications Award / ACC Grand Prix

　 Media Creative Category

◾️ACC Silver

　 Film Category B

　 Radio & Audio Advertising Category B

◾️ACC Bronze

　 Branded Communication Category B

 

The Work：PRIDE CODE

️◾️ACC Gold

　Media Creative Category

 

The Work：No Smiles

️◾️ACC Gold

　 Film category/Category B 

　 Marketing Effectiveness Category

️◾️ACC Silver

　 Branded Communication Category B

 

The Work：The Happy Meal Promise / Different City, Same Taste

◾️ACC Silver

　Film Category A