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Tokyo—September 9, 2026—Hakuhodo Inc., a leading integrated marketing and innovation company headquartered in Tokyo, is pleased to announce that the Hakuhodo Group has won 18 awards (1 Grand Prix of the Year, 3 Grand Prix, 7 Gold, 4 Silver, 1 Bronze, and 2 Crystal) at MAD STARS 2026 (Busan International Marketing Advertising Festival). (Crystal awards rank between Bronze and a Finalist placing.)

MAD STARS is an international advertising festival held annually in Busan, South Korea, celebrating the fusion of creativity and technology. It is the only award program in Asia that accepts entries from across the globe . Renamed from AD STARS in 2022, “MAD” stands for Marketing, Advertising, and Digital content. Under the theme AMPLIFY, MAD STARS 2026 focused on the value and potential generated by technologies such as AI, human creativity, and ideas in a rapidly evolving marketing and advertising industry.

Awarded works

Radio Time Machine

• Grand Prix of the Year (Innovation Stars: Innovation: Product Innovation)
• Grand Prix (Health Stars: Health & Wellness: Health & Wellness Technology)
• Gold (Radio & Audio Stars: Use of Radio & Audio: Use of AI)
  Advertiser: Nichiigakkan Co., Ltd.
  Agency: TBWA\HAKUHODO

The Kaprao Criminals

• Grand Prix (Film Stars: Culture & Context: Cultural Insight)
• Gold (Branded Entertainment Stars: Sectors: Finance/Services/Entertainment & Leisure/Travel/ Restaurants/Commercial Public Services/Pets)
• Gold (Branded Entertainment Stars: Culture & Context: Cultural Insight)
• Gold (Film Stars: Sectors: Finance/Services/Entertainment & Leisure/Travel/Restaurants/Commercial Public Services/Pets)
• Silver (Film Stars: Use of Film: Viral Film)
• Silver (Film Stars: Use of Film: Online Film)
  Advertiser: KFC Thailand
  Agency: Wolf BKK

Cheer Signs

• Grand Prix (Entertainment for Sports Stars: Sport: Sport for Good)
• Gold (Brand Experience & Activation Stars: Sectors: Non-for-Profit/Charity/Government)
• Silver (Design Stars: Sectors: Non-for-Profit/Charity/Government)
• Silver (Brand Experience & Activation Stars: Use of Brand Experience & Activation: Use of Promotional Stunts/Live Advertising/Live Shows/Concerts/Festivals)
  Advertisers: Tokyo Metropolitan Government, NHK Enterprises, Inc., NHK Global Media Services, Inc.
  Agency: TBWA\HAKUHODO

CRAFTMAN, SHIPS

• Gold (Film Stars: Film Craft: Animation)
• Gold (Design Stars: Use of Design: Brand Building)
  Advertiser: SHIPS Ltd.
  Agencies: HAKUHODO Gravity Inc., HAKUHODO CABIN Inc.

Laptop Bento (FMVentoU)

• Bronze (Media Stars: Use of Media: Use of Ambient Media)
  Advertiser: Fujitsu Client Computing Ltd.
  Agency: Hakuhodo Inc.

Fandom Feast

• Crystal (Commerce Stars: Culture & Context: Cultural Insight)
• Crystal (Direct Stars: Use of Direct Marketing: Use of Social in a Direct Marketing Campaign)
  Advertiser: McDonald’s Japan
  Agency: TBWA\HAKUHODO

For further details, visit the MAD STARS website:
https://www.madstars.org/adstar/main/AdstarMainView.do

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