TBWA\HAKUHODO wins ten stars at MAD STARS 2025 including Gold for “Smart Eye Camera”
TBWA\HAKUHODO received ten awards at MAD STARS 2025, the global advertising festival held annually in Busan, South Korea. Among this year’s accolades, the agency was awarded Gold for its work on Smart Eye Camera.
This year’s MAD STARS theme, “AI-vertising, AI Advertising Marketing Era,” highlighted the transformative role of AI in the marketing and advertising industry. Judging was conducted by over 350 international jurors representing more than 70 countries, awarding Gold, Silver, Bronze, and Crystal accolades across diverse categories.
The Smart Eye Camera (SEC), developed by OUI Inc., a Keio University School of Medicine startup, received Gold in both the SDGs Stars and Innovation Stars categories. SEC is an iPhone-based ophthalmic medical attachment that delivers diagnostic performance equivalent to a traditional slit-lamp microscope, while remaining affordable and portable. This enables accessibility to eye care in regions with limited medical resources.
TBWA\HAKUHODO has supported OUI Inc.’s mission to “reduce global blindness by 50%” by leveraging creativity to accelerate adoption of SEC through intuitive UI design, tutorial videos, and experience design that allows even non-specialists to perform screenings. The project also supports enhanced ophthalmic access in developed countries, as well as applications in veterinary medicine. The recognition celebrates its innovative integration of technology and design, embodiment of the SDGs principle of “leaving no one behind,” and its significant social impact in preventing avoidable blindness worldwide.
View the MAD STARS awards coverage here. TBWA\HAKUHODO wins are as follows:
Award Details:
TITLE: Smart Eye Camera (Client: OUI Inc.)
GOLD
・Innovation Stars / Innovation
・SDGs Stars / SDGs
TITLE: INTELLIGENT PUPPET IRUYO
(Client: Nissan Motor)
SILVER
・Design Stars / Use of Design
CRYSTAL
・Innovation Stars / Innovation
TITLE: PRIDE FILTER (Client: Marriage For All Japan)
BRONZE
・Direct Stars / Sectors
・Diverse Insights Stars / Culture & Context
TITLE: PRIDE CODE (Client: Spotify Japan)
CRYSTAL
・Media Stars / Use of Media
・Brand Experience & Activation Stars / Use of Brand Experience & Activation
TITLE: THE SYMPHONY PLOTTER (Client: The Japan Philharmonic Orchestra)
CRYSTAL
・Design Stars / Use of Design
TITLE: SEAT TO LEAD (Client: Mynavi)
CRYSTAL
・PR Stars / Culture & Context