Tokyo-based TBWA HAKUHODO has won five awards at the New York Festivals 2026 Advertising Awards, including the Grand Prix, the festival’s highest honor, for its proprietary AI device ‘Radio Time Machine.’
New York Festivals was established in 1957 and is one of the world’s largest international advertising competitions. This year’s winners were determined by a grand jury of over 350 international creatives.
‘Radio Time Machine’ took a triple win in the “The Future Now” category group, earning the Grand, a Gold, and a Silver award. The device automatically generates and plays audio content resembling a vintage radio program when a user tunes the dial to a specific year from the past. Equipped with a proprietary system combining generative text and generative voice AI, the device was developed by focusing on the insights of “reminiscence therapy” — a non-pharmacological treatment that helps prevent dementia by active recollection of past memories.
The device is currently being implemented to address what the release describes as one of the biggest social challenges facing Japan — supporting the elderly in an ultra-aging society and fostering cross-generational communication.
In an ongoing project to validate the device’s implementation at elderly care facilities operated by Nichii Gakkan Co., Ltd. — a nationwide provider of medical, nursing, and childcare services — an observational study was conducted with multiple facility residents. Using facial expression analysis to compare residents’ states before and after using the device, the study found an average 8.7% increase in facial smile metrics and a 10% increase in expressive hand gestures.
According to the release, the device was recognized on the global stage for its vision of elevating generative AI beyond a tool for operational efficiency into a medium for “Human Innovation” that enriches human relationships, as well as for its technical execution and commitment to social implementation.
‘Cheer Signs‘ the agency’s second entry, won a Gold in the “SPORTS” category group and a Bronze in the “Avant Garde / Innovative” category group. The project is a visual cheering style created specifically for deaf athletes, developed in collaboration with the Tokyo Metropolitan Government, 5005 inc., and the NHK (Japan Broadcasting Corporation) Group in time for the 100th anniversary of the Deaflympics. According to the release, the project was developed through a deep co-creation process with deaf athletes and individuals.
Award Details
Radio Time Machine — Advertiser: Nichii Gakkan
Grand — THE FUTURE NOW: Best Use — Innovation
Gold — THE FUTURE NOW: Best Use — Innovation
Silver — THE FUTURE NOW: Craft & Execution — Generative Audio/Augmented Audio
Cheer Signs — Advertiser: Tokyo Metropolitan Government, NHK Enterprises, NHK Global Media Services
Gold — SPORTS: Best Use — Diversity, Equity, and Inclusion
Bronze — AVANTGARDE / INNOVATIVE: Avant-Garde / Innovative — Live Experience
