At the prestigious Cannes Lions International Festival of Creativity 2024, TBWA\Hakuhodo Tokyo has clinched a coveted Gold award in the Social & Influencer category for their groundbreaking ‘No Smiles’ campaign crafted for McDonald’s.
The campaign ingeniously challenged McDonald’s traditional ‘zero yen smile’ policy, which had long symbolized hospitality but was proving to deter potential part-time employees, especially among Generation Z. Sensing the cultural shift towards authenticity and self-expression among younger demographics, McDonald’s boldly launched the ‘No Smiles’ initiative. This campaign conveyed a message that it’s acceptable for employees not to force a smile, resonating deeply with its intended audience through music and social media engagement.
Central to the campaign was ano, an artist known for embodying a genuine lifestyle as a “non-smiling idol,” ensuring authenticity in the campaign’s portrayal. Robot Communications played a pivotal role in production, ensuring the campaign’s relevance and appeal to the youth.
From the Asia-Pacific region, Special also shone with a Bronze award for their innovative work on Uber Eats, showcasing the region’s creativity and talent on the global stage.
Meanwhile, the Grand Prix at Cannes Lions 2024 was awarded to Ogilvy PR New York for their impactful ‘Michael CeraVe’ campaign, which also secured Gold and Silver awards. This campaign stood out for its creative execution and significant influence, underscoring Ogilvy’s dominance in the advertising industry.
These wins at Cannes Lions not only celebrate creativity and innovation but also highlight the evolving trends and strategies that shape global advertising, reflecting the dynamic landscape of digital and influencer marketing in today’s world.
