TBWA\Hakuhodo’s ‘No Smiles’ for McDonald’s Wins Grand Award at NY Festivals 2024

Along with the Grand Award, the agency brought home three Golds and a Bronze.

TBWA\Hakuhodo’s “No Smiles” campaign developed for McDonald’s Japan took home five awards, including the prestigious Grand Award for the Collaborations & Partnerships – Celebrity/Influencer category at the New York Festivals 2024 Advertising Awards.

This campaign successfully addressed McDonald’s Japan’s challenge to engage the Gen Z who no longer resonated with the brand’s proud tradition of offering free ‘smiles’ on the menu.

The work was recognized for its disruptive collaboration with a popular J-Pop artist Ano to produce an original track singing the Gen Z’s desire to express themselves, and the brand’s commitment to encourage authenticity in the workplace for all.


“I’m so impressed by the quality of work submitted this year and the level of creative storytelling and innovation exhibited in this year’s entries,” said Scott Rose, President of the New York Festivals Advertising Awards Competitions.

“This super jury of senior creative leaders, curated by Javier Campopiano, shared their passion for the work and, through intimate discussion, let the quality and execution of each campaign dictate the level of award.”

Results for TBWA\Hakuhodo at the NY Festivals 2024

Award LevelCategory
GrandCollaborations & Partnerships – Celebrity/Influencer
GoldCollaborations & Partnerships – Celebrity/Influencer
Social Media & Influencer – Best Use of Influencer
Audio/Radio – Best Use of Original Music
BronzeFilm Craft – Best Use of Original Music
ShortlistBranded Content/Entertainment – Best Original Music



Read More

Creative Work

subscribe & get more brand in your diet


get more brand in your diet

We never share your info,
we only share ours