Tokyo-based creative agency TBWA HAKUHODO announced it received seven awards at Spikes Asia 2026, including two Grand Prix for “No Smiles” and “Smart Eye Camera.”
The awards include a Grand Prix in Creative Effectiveness for McDonald’s Japan’s “No Smiles” campaign and a Grand Prix in Innovation for “Smart Eye Camera,” developed with OUI Inc. The “No Smiles” campaign has been one of the most widely awarded campaigns from the Asia-Pacific region since its release.
The “No Smiles” campaign for McDonald’s Japan received the Grand Prix in the Creative Effectiveness category (Market Disruption). The campaign previously received a Silver Lion in the same category at Cannes Lions 2025.
Smart Eye Camera (SEC), developed by OUI Inc., received the Grand Prix in the Innovation category (Product Innovation). SEC is an iPhone-based ophthalmic medical attachment designed to deliver diagnostic performance equivalent to a traditional slit-lamp microscope while remaining affordable and portable. The device is designed to enable access to eye care in regions where limited medical resources are available.
In addition to the Grand Prix awards, the agency’s work on “Cheer Signs” received Gold, Silver, and Bronze awards across multiple categories.
Award details:
No Smiles (Client: McDonald’s Japan)
- Grand Prix — Creative Effectiveness / Market Disruption
Smart Eye Camera (Client: OUI Inc.)
- Grand Prix — Innovation / Product Innovation
- Bronze
Cheer Signs (Client: Cheer Signs)
- Gold — Design / Inclusive Design; Innovation / Societal Innovation
- Silver — PR / Cultural Engagement
- Bronze — Entertainment / Diversity & Inclusion in Sport
