TBWA\HAKUHODO wins two Golds at LIA 2026 with ‘Cheer Signs’ and AI-powered ‘Radio Time Machine’

TBWA\HAKUHODO Tokyo has scored two Gold Statues at the 2026 London International Awards (LIA), with ‘Cheer Signs’, a new visual language for cheering on deaf and hard-of-hearing athletes, and ‘Radio Time Machine’, an AI-powered device that brings the sounds and memories of the past back to life, recognised for their innovative approaches to inclusion, technology and human connection.

‘Cheer Signs’, developed in partnership with the Tokyo Metropolitan Government and NHK Group, won Gold in Cultural Catalyst – Sports, alongside a Silver in Design – Experiential Design, a Bronze in Cultural Catalyst – Activations and a finalist placing in Sports – Diversity and Inclusion.

Created to mark the centennial of the Deaflympics, the initiative reimagines how audiences cheer for deaf and hard-of-hearing athletes. Co-created with Deaf individuals and active Deaf athletes, ‘Cheer Signs’ transforms traditional auditory expressions of support, such as applause and shouting, into visual gestures that allow anyone to cheer without sound.

The project aims to create a more inclusive sporting environment by making encouragement visible and accessible to all.

The agency’s second Gold came for ‘Radio Time Machine’, which won in Audio & Radio – Craft: AI Sound / Music / Audio. The work was also named a finalist in Health & Wellness – Innovation.

Created for Nichii Gakkan, the project uses generative AI to produce personalised, radio-style audio experiences based on a selected year. Combining text and voice generation, the device recreates the feel of radio from the past, incorporating historical news and popular songs to help users reconnect with memories.

The initiative draws on reminiscence therapy, which uses the recall of past experiences to support emotional wellbeing and cognitive engagement. It also addresses the needs of Japan’s ageing population, using technology to encourage older people to revisit meaningful memories and create opportunities for communication across generations.

The two Gold-winning projects reflect different approaches to using creativity to address human and societal challenges: ‘Cheer Signs’ makes sporting support more inclusive, while ‘Radio Time Machine’ explores how generative AI can be used to foster memory, wellbeing and interpersonal connection.