MAD STARS Highlight: TBWA\HAKUHODO wins 9 awards including Grand Prix of the Year
TBWA\HAKUHODO Inc. has taken home a total of 9 awards, headlined by the ultimate festival honor, Grand Prix of the Year at MAD STARS 2026 in Busan, South Korea.
Against the backdrop of rapid AI evolution and digital transformation, MAD STARS 2026 convened world-class agencies to explore the future of human imagination paired with emerging technology.
Rising to the apex of the festival, TBWA\HAKUHODO’s proprietary AI innovation “RADIO TIME MACHINE” was awarded Grand Prix of the Year, designating it as the single most outstanding body of work across all categories. The campaign also clinched a Grand Prix in Health Stars, while “CHEER SIGNS” claimed the Grand Prix in Entertainment for Sports Stars. Taking home 9 awards in total, the agency once again proved the strength of its core ethos—DISRUPTION®—and its unmatched ability to scale disruptive ideas into real-world social impact.
Key Award-Winning Campaigns
1. RADIO TIME MACHINE | Client: Nichii Gakkan
“RADIO TIME MACHINE” is a groundbreaking AI device that recreates the magic of vintage radio. When users tune the physical dial to a past era, the device automatically generates period-specific news broadcasts and hit music.
Powered by a custom architecture combining generative text and voice AI, the device operationalizes the principles of Reminiscence Therapy—a non-pharmacological approach that stimulates cognitive function and emotional well-being in seniors through nostalgic recall. The initiative directly addresses critical challenges in an aging society by fostering meaningful, cross-generational connection.
In trial deployments across eldercare facilities operated by Nichii Gakkan, an observational study using facial-expression analysis demonstrated remarkable efficacy:
● +8.7% average increase in positive facial expressions (smiles) during device interaction.
● +10.0% increase in expressive physical gestures compared to non-use baselines.
By elevating generative AI from an efficiency tool into a catalyst for Human Innovation, the campaign earned MAD STARS 2026’s ultimate accolade: Grand Prix of the Year.
2. CHEER SIGNS | Client: Tokyo Metropolitan Government, NHK Enterprises, NHK Global Media Services
Developed for the landmark 100th anniversary of the Deaflympics, “CHEER SIGNS” is an inclusive visual cheering system created for athletes competing in a world without sound.
Co-created alongside Deaf community members and active Deaf athletes, the project disrupted centuries of auditory fandom—such as applause and shouting—replacing them with a dynamic visual language of support. Recognized for its commitment to universal design, diversity, and athletic experience, the campaign secured multiple honors led by the Grand Prix in Entertainment for Sports Stars.
3. FANDOM FEAST | Client: McDonald’s Japan
“Fandom Feast” is an interactive live-streaming platform that bridges physical distance by enabling fans to share a real-time meal with their favorite idols on screen.
Ahead of each stream, exclusive artist-curated menu sets were made available strictly through the official McDonald’s app, allowing fans to tune in while enjoying the exact same meal as the performers. Launching in partnership with global pop group XG, the initiative evolved into a scalable campaign ecosystem that directly converts fan enthusiasm into mobile app engagement and sales, setting a new benchmark for community-driven retail growth.
