TBWA HAKUHODO Wins 6 Awards at 'The One Show 2026'

TBWA HAKUHODO Inc. (Headquarters: Minato-ku, Tokyo; Representative Director, President & CEO: Wataru Uchida) announced that works planned and produced by the company have won a total of six awards, including Bronze and Merit, at the global advertising awards 'The One Show 2026'.

Established in 1975 by the New York-based non-profit organization 'The One Club for Creativity', The One Show is an international award recognizing the creativity of ideas and quality of execution in the fields of advertising, design, and digital marketing. It is considered one of the world's top three advertising awards, alongside Cannes Lions and Clio Awards.

Winning a total of four awards, including a Bronze in the IP & Product Design category, 'Smart Eye Camera' (OUI Inc.) is an ophthalmic medical device attached to an iPhone, developed by OUI Inc., a startup originating from 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 even in regions with poor access to ophthalmic care. Resonating with OUI Inc.'s vision to 'reduce global blindness by 50%', TBWA HAKUHODO supports the spread of SEC through the power of creativity.

Winning a Bronze in the Experiential & Immersive category and a Merit in the Public Relations category, 'CHEER SIGNS' is a new 'visual' cheering style developed for athletes competing in a world without sound, timed with the 100th anniversary of the Deaflympics. Co-created with a core team of deaf individuals and active Deaflympic athletes, it transforms the conventional norm of relying on sound—such as clapping and vocal cheering—enabling anyone to visually convey their support.

Both works have repeatedly won major international advertising awards in 2026, including Spikes Asia, ADFEST, Clio Awards, and the recent NY ADC Awards. These latest wins at The One Show reaffirm that the company's creativity is at the world's highest level.

Details of the awards are as follows:

[Winning Work: Smart Eye Camera]
Advertiser: OUI Inc.
■ Bronze Pencil
・IP & Product Design - Products for Good
■ Merit
・Design & Branding - Design for Good
・Health & Wellness – Products
・Health & Wellness - Innovation / Execution in Health & Wellness

[Winning Work: CHEER SIGNS]
Advertiser: Tokyo Metropolitan Government
■ Bronze Pencil
・Experiential & Immersive - Experiential & Immersive for Good
■ Merit
・Public Relations - Events & Experiential

■ About TBWA HAKUHODO

Established in 2006 as a joint venture between Hakuhodo and TBWA Worldwide, it is a comprehensive advertising company. It integrates Hakuhodo's philosophy of 'Sei-katsu-sha Insight' and 'Partnership' with the unique 'DISRUPTION®︎' method that TBWA has wielded in the global market. Creating high-quality solutions, it contributes to the business growth of its clients. 'DISRUPTION®︎' is TBWA HAKUHODO's philosophy of breaking common sense and discovering new visions without being bound by preconceived notions. Armed with the new perspective of disruption, it generates ideas to evolve businesses and brands across all facets of business, not just marketing.