TBWA\Hakuhodo’s 'No Smiles' Wins GP, 3 Gold and 1 Bronze at New York Festivals 2024

TBWA\HAKUHODO is thrilled to announce that “No Smiles” campaign developed for McDonald’s Japan has won a total of 5 awards, including the prestigious Grand Award for the Collaborations & Partnerships – Celebrity/Influencer category at the New York Festivals 2024 Advertising Awards.

This campaign successfully addressed McDonald’s Japan’s challenge to engage the Gen Z who no longer resonated with the brand's proud tradition of offering free ‘smiles’ on the menu. The work was recognised for its disruptive collaboration with a popular J-Pop artist Ano to produce an original track singing the Gen Z's desire to express themselves, and the brand’s commitment to encourage authenticity in the workplace for all.

Established in 1957, the New York Festivals, is one of the world’s most esteemed advertising festivals, celebrating top-tier creativity and honoring remarkable contributions in the international advertising industry. 

The results of the New York Festivals 2024 are as follows. 

CLIENT：McDonald's Japan 

TITLE：No Smiles 

■GRAND 

COLLABORATIONS & PARTNERSHIPS – CELEBRITY/INFLUENCER 

■GOLD 

COLLABORATIONS & PARTNERSHIPS – CELEBRITY/INFLUENCER 

SOCIAL MEDIA & INFLUENCER – BEST USE OF INFLUENCER 

AUDIO/RADIO - BEST USE OF ORIGINAL MUSIC 

■BRONZE 

FILM CRAFT – BEST USE OF ORIGINAL MUSIC 

■SHORTLIST 

BRANDED CONTENT/ENTERTAINMENT – BEST ORIGINAL MUSIC