TBWA\HAKUHODO has received top recognition at The One Show 2025 for its ‘No Smiles’ campaign for McDonald’s Japan, winning Best of Discipline, a Gold Pencil, and a Silver Pencil.
The campaign reinterprets McDonald’s Japan’s longstanding “¥0 Smile” brand element through the lens of Gen Z values, shifting its meaning toward a broader dialogue around workplace authenticity and emotional labor.
With these latest awards, TBWA\HAKUHODO has achieved a rare milestone by earning recognition at all three major global creative festivals—Cannes Lions, Clio Awards, and The One Show—in a single award season. The agency now joins a select group of creative firms to complete this trifecta.
The “No Smiles” campaign previously received a Gold Lion at Cannes Lions 2024, a Grand Clio and Gold at the Clio Music Awards, and a Silver and Bronze at the 2025 Clio Awards.
Award Details:
Campaign: No Smiles
- Client: McDonald’s Japan
- Best of Discipline – Music & Sound Craft
- Gold Pencil – Music & Sound Craft: Artist / Brand Collaboration
- Silver Pencil – Branded Entertainment: Music Videos
- Merit – Radio & Audio-First: Craft / Casting
- Merit – Social Media: Influencer Marketing / Use of Celebrity
