TBWA\Hakuhodo Wins Gold Social & Influencer Lion at Cannes For McDonald’s ‘No Smiles’

Also representing APAC, Special was awarded a Bronze Lion for their work with Uber Eats. Ogilvy PR New York’s Michael CeraVe won the Grand Prix.

TBWA\Hakuhodo Tokyo’s work on the McDonald’s ‘No Smiles’ campaign has been awarded Gold in the Social & Influencer category at Cannes.

The campaign worked from the premise that McDonald’s ‘zero yen smile’, which it had upheld since its inception, was a symbol of hospitality for customers, but it was becoming a barrier for those considering part-time work. It went against the values of Gen Z, who wanted to live life on their own terms.

McDonald’s, which had always prioritized smiles, delivered a message to Generation Z through music: it’s okay not to force a smile and to work authentically. The music resonated with many users and spread rapidly.


 

The campaign featured ano, an artist known for her authentic lifestyle as a “non-smiling idol.” Production was by Robot Communications.

Also representing APAC, Special was awarded a Bronze for their work on Uber Eats,


 

Ogilvy PR New York’s Michael CeraVe won the Grand Prix alongside a Gold and a Silver Lion.

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