Tokyo, September 17th – TBWA\HAKUHODO is proud to announce that the “No Smiles” campaign developed for McDonald’s Japan has won the Bronze Award in the Influencer Category at the APAC Effie Awards 2024. The Effie Awards celebrate the most effective advertising and marketing communications that drive measurable results across the Asia-Pacific region.

 

The “No Smiles” campaign redefined McDonald’s Japan’s iconic “0 Yen Smile” by taking a bold new approach to resonate with Gen Z, who strive for authenticity in the workplace. Collaborating with J-Pop artist Ano, TBWA\HAKUHODO created a powerful, original track reflecting Gen Z’s desire for self-expression, which significantly boosted the brand’s engagement with the younger audience.

 

Previously, the campaign has garnered international acclaim, including Gold at the 2024 New York Festivals Advertising Awards, Gold and Bronze at Cannes Lions 2024, and five awards at the 2024 MAD STARS.

 

Effie Awards, established in 1968 by the New York American Marketing Association, are globally recognized for honoring campaigns that showcase proven marketing effectiveness. The APAC Effie Awards are part of this prestigious global competition, which spans over 50 regional awards worldwide, including APAC Effie, Global Effie, and Euro Effie.

 

TBWA\HAKUHODO’s success at the APAC Effie Awards 2024 highlights the effectiveness of the “No Smiles” campaign in transforming McDonald’s Japan’s recruitment strategy and brand image.

 

The results of APAC Effie Awards 2024 are as follows:
CLIENT：McDonald’s Japan
TITLE：No Smiles (I won’t give you a smile.)
■BRONZE
Speciality Categories – Influencer