Creative agency TBWA HAKUHODO has been awarded a Silver Lion in the Innovation category at the Cannes Lions International Festival of Creativity 2026 for “Radio Time Machine.” A pair from the agency representing Japan also won the Bronze Lion in the Young Lions Competitions, Media category.
The Innovation track, in which “Radio Time Machine” secured the Silver Lion, is in the Early-Stage Technology category.
“Radio Time Machine” is an AI-powered device designed to resemble an analogue radio. When users turn the dial to a specific year in the past, the system dynamically generates and broadcasts a custom-generated radio program featuring historical news highlights and hit songs from that exact moment in time. The project is equipped with a system that fuses text-generation and voice-generation AI, and was inspired by the insights of “Reminiscence Therapy,” a non-pharmacological approach that promotes emotional stability and well-being in dementia patients by reflecting on past memories.
The device has been deployed to address societal challenges in Japan’s aging society, by supporting the elderly and care workers while also fostering intergenerational communication.
Validation and testing was conducted in collaboration with Nichii Gakkan Co., Ltd., a nationwide provider of medical, nursing and childcare services. An observational study was carried out across multiple elderly care facilities. By utilizing facial expression analysis to compare residents’ behaviors when interacting with the device versus when they were not, the study found an average 8.7% increase in smiling metrics and a 10% increase in expressive physical gestures.
Young Lions Bronze
In the Young Lions Media Competition, the TBWA HAKUHODO pair of Erina Yokota and Riko Uesugi, representing Japan, won the Bronze Lion in the media category. The duo designed “#HandsUp4Uncounted,” a media campaign addressing the global social challenges surrounding advanced breast cancer, a brief presented by the ABC Global Alliance. They finished third globally.
In the Young Lions PR category, the pair consisting of TBWA\HAKUHODO’s Hajime Sunada and HAPPY HOURS HAKUHODO’s Tomoyoshi Uchiyama represented Japan and were named to the shortlist.
Riko Uesugi is currently affiliated with Sanrio Company, Ltd.
Award Details
Award-Winning Work: Radio Time Machine
- Advertiser / Partner: Nichii Gakkan Co., Ltd.
- Award: Silver Lion
- Category: Innovation Lions (Early-Stage Technology)
Young Lions Competitions Award
- Award: Bronze Lion
- Category: Media Category
- Winners: Erina Yokota & Riko Uesugi
Award: Shortlist
- Category: PR Category
- Winners: Hajime Sunada & Tomoyoshi Uchiyama (HAPPY HOURS HAKUHODO)
