TBWA\HAKUHODO’S 'No Smiles' Campaign Wins Bronze at 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.

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.