TBWA HAKUHODO Win Gold, Bronze at Cannes Lions for McDonald’s 'No Smiles' Campaign

This hiring campaign successfully addressed McDonald’s Japan’s challenge to engage with Gen Z who were no longer resonating with the brand's proud tradition of offering free ‘smiles’ on the menu. The work was recognized for its disruptive collaboration with popular J-Pop artist Ano to produce an original track expressing Gen Z's desire to be themselves, and the brand’s commitment to encourage authenticity in the workplace for all.

The Cannes Lions International Festival of Creativity 2024, was held from June 17 to 21 in Cannes, France. 26,753 entries were submitted this year with only 10% making it to the Shortlist, and a mere 3% receiving a Lions Award. 'No Smiles' stood out from the competition, securing a Gold in the Social & Influencer category and Bronze in both the Audio & Radio and the Entertainment Lions for Music categories. 

The results of the Cannes Lions 2024 are as follows.

CLIENT：McDonald's Japan 

TITLE：No Smiles

Audio & Radio - Culture & Context / Social Behaviour & Cultural Insight 

Entertainment Lions for Music - Partnerships/ Partnerships with Talent