TBWA HAKUHODO Wins Seven Awards, Including 'Best of Discipline', at the 105th NY ADC Awards
TBWA HAKUHODO announced that projects it planned and produced, 'Smart Eye Camera' and 'CHEER SIGNS', won a total of seven awards at the 105th NY ADC Awards. The recognitions, including the highest honor in Product Design, highlight the global acclaim of the company's creativity in solving social issues.
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- 📰 Published: May 18, 2026 at 20:00
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TBWA HAKUHODO Inc. (Headquarters: Minato-ku, Tokyo; President & CEO: Wataru Uchida) announced that projects it planned and produced won a total of seven awards, including the 'Best of Discipline' (the highest award in the Product Design category) and two Gold Cubes, at the internationally renowned 105th ADC Annual Awards held in New York, USA.
The NY ADC Awards, established in 1920, is the world's oldest international advertising and design awards program. It is recognized as an authoritative award celebrating creative talent across diverse fields such as advertising, digital media, and product design. Winning entries are featured in the 'ADC Annual' and exhibited publicly in New York, garnering high praise and attention from the global creative industry.
The 'Smart Eye Camera' (OUI Inc.), which won a total of five awards including the 'Best of Discipline' in Product Design, is an attachment-type medical device for ophthalmological examinations used by attaching it to an iPhone. It was developed by OUI Inc., a venture company originating from the Keio University School of Medicine. While possessing diagnostic performance equivalent to conventional slit-lamp microscopes, it is low-cost and highly portable, making it usable in regions lacking access to ophthalmological care. TBWA HAKUHODO resonated with OUI Inc.'s vision to 'reduce global blindness by 50%' and has been supporting the popularization of the SEC through the power of creativity.
'CHEER SIGNS', which won Silver and Bronze Cubes in the Experiential Design category, is a new 'visual' cheering style developed for athletes competing in a world without sound, coinciding with the 100th anniversary of the Deaflympics. Co-created with members primarily comprising deaf individuals and active deaf athletes, it changes the conventional cheering norms that rely on sound, such as applause and vocal support, making it possible for anyone to convey their feelings visually.
Both projects have accumulated awards at major international advertising festivals in 2026, such as Spikes Asia, ADFEST, and the Clio Awards. This remarkable achievement at the NY ADC Awards further proves that the company's creativity is recognized at the world's highest standards, not only for brand growth but also for resolving social issues.
The details of the awards are as follows:
[Winning Project: Smart Eye Camera]
Client: OUI Inc.
- Best of Discipline: Product Design
- Gold Cube: Product Design - Science / Medical Products, Health / Wellness - Design for Good / Health / Wellness
- Bronze Cube: Health / Wellness - Brand / Communication Design / Product Design
- Merit: Health / Wellness - Innovation / Single or Series
[Winning Project: CHEER SIGNS]
Client: Tokyo Metropolitan Government
- Silver Cube: Experiential Design - Design for Good / Experiential Design
- Bronze Cube: Experiential Design - Live Experience Design / Events / Concerts
The NY ADC Awards, established in 1920, is the world's oldest international advertising and design awards program. It is recognized as an authoritative award celebrating creative talent across diverse fields such as advertising, digital media, and product design. Winning entries are featured in the 'ADC Annual' and exhibited publicly in New York, garnering high praise and attention from the global creative industry.
The 'Smart Eye Camera' (OUI Inc.), which won a total of five awards including the 'Best of Discipline' in Product Design, is an attachment-type medical device for ophthalmological examinations used by attaching it to an iPhone. It was developed by OUI Inc., a venture company originating from the Keio University School of Medicine. While possessing diagnostic performance equivalent to conventional slit-lamp microscopes, it is low-cost and highly portable, making it usable in regions lacking access to ophthalmological care. TBWA HAKUHODO resonated with OUI Inc.'s vision to 'reduce global blindness by 50%' and has been supporting the popularization of the SEC through the power of creativity.
'CHEER SIGNS', which won Silver and Bronze Cubes in the Experiential Design category, is a new 'visual' cheering style developed for athletes competing in a world without sound, coinciding with the 100th anniversary of the Deaflympics. Co-created with members primarily comprising deaf individuals and active deaf athletes, it changes the conventional cheering norms that rely on sound, such as applause and vocal support, making it possible for anyone to convey their feelings visually.
Both projects have accumulated awards at major international advertising festivals in 2026, such as Spikes Asia, ADFEST, and the Clio Awards. This remarkable achievement at the NY ADC Awards further proves that the company's creativity is recognized at the world's highest standards, not only for brand growth but also for resolving social issues.
The details of the awards are as follows:
[Winning Project: Smart Eye Camera]
Client: OUI Inc.
- Best of Discipline: Product Design
- Gold Cube: Product Design - Science / Medical Products, Health / Wellness - Design for Good / Health / Wellness
- Bronze Cube: Health / Wellness - Brand / Communication Design / Product Design
- Merit: Health / Wellness - Innovation / Single or Series
[Winning Project: CHEER SIGNS]
Client: Tokyo Metropolitan Government
- Silver Cube: Experiential Design - Design for Good / Experiential Design
- Bronze Cube: Experiential Design - Live Experience Design / Events / Concerts
FAQ
Which project by TBWA HAKUHODO won the highest award at the NY ADC Awards?
It was the 'Smart Eye Camera', an ophthalmological device developed by OUI Inc.
What awards did 'CHEER SIGNS' win?
It won Silver and Bronze Cubes in the Experiential Design category.
What is the strength of TBWA HAKUHODO?
Their high creativity that contributes to solving social issues by utilizing the 'DISRUPTION' method to break conventions.