Tokyo, March 24, 2025 – TBWA\HAKUHODO has won a total of four awards—Silver and Bronze—at ADFEST 2025 for two of its creative projects: “Pride Code” and “TRUE BLUE TEXTILE.” 

 

Founded in 1998, ADFEST is one of the most prestigious international creative festivals in the Asia Pacific region. It celebrates outstanding creativity across a wide range of categories including advertising, marketing, digital, and production. In the ADFEST 2025 Lotus Award, a total of 1,641 entries were received, an increase from 1,587 in 2024. 

 

“Pride Code,” which won Silver in both the DIGITAL & SOCIAL and SUSTAINABLE LOTUS categories, is an innovative, audio-driven petition campaign designed to support the legalization of same-sex marriage in Japan. Japan remains the only G7 nation where it is still not recognized. Despite nearly 92% of Gen Z expressing support, their voices are often overlooked by policymakers. To help change this, the project transformed each petition signature into a unique Spotify Code, unlocking exclusive podcasts that amplify the voices of LGBTQ+ allies and activists. By combining vertical Japanese typography with Spotify’s image recognition technology, the campaign brought together culture and technology in a fresh and meaningful way. 

 

Meanwhile, “TRUE BLUE TEXTILE,” which won two Bronze awards in the DESIGN LOTUS category, is a purpose-driven project aimed at raising awareness of the environmental issues facing the textile and apparel industries — particularly water pollution and overproduction. Leveraging Kyocera’s proprietary waterless inkjet technology, FOREARTH, the project developed innovative textiles that require minimal water to produce. Inspired by the crystal-clear waters of the Niyodo River — one of Japan’s purest streams — the team printed serene water patterns onto fabric to spark reflection on water conservation. By translating environmental messages into visual expression through fashion, the project encouraged society to reimagine a more sustainable future. 

 

Details of the award-winning projects are as follows: 

 

Awarded Project: Pride Code 
Clients: The Asahi Shimbun, Spotify 

■ SILVER 

DIGITAL & SOCIAL LOTUS: Resilience Through Creativity 

SUSTAINABLE LOTUS: Gender Equality 

 

Awarded Project: TRUE BLUE TEXTILE 
Client: Kyocera Corporation 

■ BRONZE 

DESIGN LOTUS: 
　Product Design: Innovation Design 
　Product Design: Sustainable Design