Creative agency, TBWA\HAKUHODO, took home seven awards at the 105th ADC Annual Awards in New York, including the Best of Discipline honor in Product Design, the highest recognition in that category, along with two Gold Cubes.
The Best of Discipline and four additional awards went to the Smart Eye Camera (SEC), a smartphone-based ophthalmic diagnostic device developed by OUI Inc., a medical startup from the Keio University School of Medicine, Tokyo.
The device provides diagnostic performance equivalent to traditional slit-lamp microscopes while being low-cost and portable, according to the release, making it a tool for regions with limited access to eye care. TBWA\HAKUHODO has served as a creative partner to OUI Inc., which describes its vision as reducing global blindness by 50%.
The remaining two awards — a Silver Cube and a Bronze Cube, both in Experiential Design categories — went to CHEER SIGNS, a visual cheering system developed for the Tokyo Metropolitan Government to mark the 100th anniversary of the Deaflympics.
Created in collaboration with the Deaf community and active Deaf athletes, the project converted conventional auditory forms of cheering — clapping and shouting — into a visual experience.
Award Details
Smart Eye Camera — Client: OUI Inc.
Best of Discipline: Product Design
Gold Cube: Product Design – Science / Medical Products
Gold Cube: Health / Wellness – Design for Good / Health / Wellness
Bronze Cube: Health / Wellness – Brand / Communication Design / Product Design
Merit: Health / Wellness – Innovation / Single or Series
CHEER SIGNS — Client: Tokyo Metropolitan Government
Silver Cube: Experiential Design – Design for Good / Experiential Design
Bronze Cube: Experiential Design – Live Experience Design / Events / Concerts
The ADC Annual Awards was founded in 1920 and is described by the organization as the world’s longest-running international competition in design and innovation. Winning works are featured in the ADC Annual and exhibited in New York.
TBWA\HAKUHODO is a full-service advertising agency established in 2006 as a joint venture between Hakuhodo and TBWA Worldwide.
