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Tokyo—September 9, 2025—Hakuhodo Inc., a leading integrated marketing and innovation company headquartered in Tokyo, is delighted to announce that the Hakuhodo Group has won 25 awards, including Grand Prix of the Year, the highest award, at MAD STARS 2025. The full breakdown of awards is: 1 Grand Prix of the Year, 4 Gold, 4 Silver, 5 Bronze and 11 Crystal. (Crystal awards rank between Bronze and a Finalist placing.)

MAD STARS is an international advertising festival that combines creativity and technology. Held annually in Busan, Korea, it is the only award show in Asia that accepts entries from across the globe. This year, under the theme “AI-vertising, AI Advertising Marketing Era,” the festival focused on changes in the advertising and marketing domains wrought by AI.

Awarded works

Uncle KFC’s Rice Bowl
Advertiser: KFC Thailand
Agency: Wolf BKK

• Grand Prix of the Year
  Film Stars: Sectors: Finance/Services/Entertainment & Leisure/Travel/Restaurants/Commercial Public Services/Pets
• Gold
  Film Stars: Use of Film: Online Film
• Crystal
  Branded Entertainment Stars: Sectors: Finance/Services/Entertainment & Leisure/Travel/Restaurants/Commercial Public Services/Pets

Smart Eye Camera
Advertiser: OUI Inc.
Agency: TBWA\HAKUHODO

• Gold
  Innovation Stars: Innovation: Product Innovation
  SDGs (Sustainable Development Goals) Stars: SDGs: Good Health and Well-Being

This is NOT KFC
Advertiser: KFC Thailand
Agency: Wolf BKK

• Gold
  Diverse Insights Stars: Culture & Context: Cultural Insight

Project: Memory Card
Advertiser: Sony Interactive Entertainment Inc.
Agency: SIX INC.

• Silver
  Music Stars: Music: Collaboration
  Film Stars: Film Craft: Animation
• Bronze
  Film Stars: Film Craft: Art Direction/Production Design
  Film Stars: Film Craft: Visual Effects
• Crystal
  Game Stars: Game: Collaboration

Intelligent Puppet Iruyo
Advertiser: Nissan Motor Corporation
Agency: TBWA\HAKUHODO

• Silver
  Design Stars: Use of Design: Product Design
• Crystal
  Innovation Stars: Innovation: Product Innovation

Lost Corner AR Live
Advertiser: Reissue Records Inc.
Agency: SIX INC.

• Silver
  Interactive Stars: Interactive Craft: XR Extended Reality Interaction
• Crystal
  Design Stars: Use of Design: Digital Design

Pride Filter
Advertiser: Marriage For All Japan
Agency: TBWA\HAKUHODO

• Bronze
  Diverse Insights Stars: Culture & Context: Cultural Insight
  Direct Stars: Sectors: Non-for-Profit/Charity/Government

Sliding Mom
Advertiser: CP-Meiji Co., Ltd.
Agency: Wolf BKK

• Bronze
  Film Stars: Use of Film: Online Film

Pride Code
Advertisers: Spotify Japan/The Asahi Shimbun
Agency: TBWA\HAKUHODO

• Crystal
  Brand Experience & Activation Stars: Use of Brand Experience & Activation: Use of Print or Standard Outdoor in a Promotional Campaign
  Media Stars: Use of Media: Use of Outdoor in a Media Campaign

Tale of the Dragon’s Tail
Advertiser: Kinryu Ramen
Agencies: Hakuhodo Inc./Ozma PR Inc./Hakuhodo Product’s Inc.

• Crystal
  PR Stars: Practices & Specialism: Media Relations

The Symphony Plotter
Advertiser: Japan Philharmonic Orchestra
Agency: TBWA\HAKUHODO

• Crystal
  Design Stars: Use of Design: Data Visualization

Seat To Lead
Advertiser: Mynavi Corporation
Agency: TBWA\HAKUHODO

• Crystal
  PR Stars: Culture & Context: Cultural Insight

UGChrome
Advertiser: Google
Agency: SIX INC.

• Crystal
  Direct Stars: Use of Direct Marketing: Use of Social in a Direct Marketing Campaign

‘The Last Supper’ for Ants
Advertiser: Global Everest Co., Ltd.
Agency: United Communications Group

• Crystal
  Print Stars: Sectors: Furniture/Household

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