Creative

Designing new marketing approaches with sei-katsu-sha: Ideas rooted in sei-katsu-sha insight

Creativity touches the minds and moves the hearts of sei-katsu-sha. Grounded in sei-katsu-sha insight, our creative work resonates with people's values, captures their attention and influences their purchasing behavior. As the domain of advertising has diversified, extending far beyond conventional print ads and TV commercials, Hakuhodo has remained on the leading edge by prizing innovation and encouraging leaps of imagination in the use of both media and content. Now we are pushing the boundaries even further through deeper involvement of sei-katsu-sha in the creative process. We invent and reinvent, while maintaining the connection of our sei-katsu-sha roots, to keep ourselves and our clients on the market's leading edge.

Hakuhodo Group creative work receives accolades in Japan and worldwide

Domestic advertising awards include the Minister of Internal Affairs and Communications
Prize/ACC Grand Prize

Hakuhodo's creative work has been highly decorated at Japan’s most prominent advertising festivals and competitions, including ACC CM Festival, the Advertisement Beneficial to Consumers Contest, the Newspaper Advertising Prize, and the Nikkei Advertising Awards.

1 Gold, 6 Silver, 5 Bronze at Cannes Lions 2015

Hakuhodo Group work was awarded in multiple categories at the world’s most prestigious international advertising competition, which drew almost 40,000 entries this year.

ADFEST 2015

At the preeminent advertising competition in the Asia-Pacific region, Hakuhodo Group work claimed the Grande INNOVA Lotus and Grande Lotus Roots, and 19 other awards, including 3 category awards, 6 Gold, 7 Silver and 6 Bronze.

Other international advertising awards

Hakuhodo won awards in prominent competitions such as Spikes Asia, a premier showcase for creative work in the Asia-Pacific region; the New York Festivals, D&AD, The One Show, APAC Effie Awards, the China International Advertising Festival, and Korea’s AD STARS Festival.

Best Bootstrap Company at SXSW Accelerator competition

At SXSW, one of the world’s largest music, film and technology festivals, Hakuhodo Group company SIX Inc. walked off with the Best Bootstrap Company award in the South By Southwest Interactive Festival’s SXSW Accelerator competition. This was the first time for a Japanese company to win this award, which is presented to the up-and-coming team that demonstrates the greatest creativity and potential.

Campaign Asia-Pacific’s Japan Creative Agency of the Year

This award presented by Campaign Asia-Pacific, Asia’s largest advertising journal, examines a wide range of criteria to select the best overall agency in the region. For the fifth consecutive year, Hakuhodo Group company TBWA\HAKUHODO came out on top.

Hakuhodo creators win high praise

Two Hakuhodo Group creators medalled in the 2014 Creator of the Year competition. Hakuhodo creators have won numerous individual accolades from Tokyo Copywriters Club, Tokyo Art Directors Club, and other industry organizations.

Hakuhodo’s innovative use of craft in design

“CITYSCAPE” for Infas Publications

An image of Tokyo's cityscape formed from perfume bottles, this creative work expressed the unique worldview of the fashion magazine WWD. It was awarded Gold at Cannes Lions 2014, London International Awards 2014 and ADFEST 2014, and captured awards at Spikes Asia, The One Show, and other advertising competitions.

“Suntory Hibiki Japanese Harmony” for Suntory Holdings

To express the sublime harmony of premium Japanese whisky, our creative team laser-etched a pattern typically used for kimonos and folding screens onto hand-made Japanese paper, which was used to produce this stunning series of posters. Awarded Silver at Cannes Lions 2015.

New creative frontiers

“Rice Code” for Inakadate Village

This revolutionary sales system turns rice paddies into a live market for anyone with a smartphone. Visitors to Inakadate Village simply point their smartphone cameras at a rice paddy and through QR code technology the smartphone “reads” artwork in the field, enabling them to place orders. This project has won over 50 awards including a Grande Lotus at ADFEST 2014; Gold, Silver and Bronze at Cannes Lions 2014; and Grand Prix, Gold and other awards at Spikes Asia, AD STARS and other international advertising competitions.

“Call Her Name” for Pola/RED B.A

To discover new ways to reawaken beauty hidden inside every woman, Pola conducted an experiment to examine the chemical changes that occur in Japanese mothers, who are not normally called by their first names, when addressed by name. Our award winning film tracked this research. It captured the INNOVA Lotus and Lotus Roots, two category awards, at ADFEST 2015.

“Eye Play the Piano” for Tsukuba University’s Special Needs Schools

This film documents a project to develop a universal piano that can be played with the eyes; no use of hands and arms needed. It won Bronze at Cannes Lions 2015 and Gold at The One Show.

With an editorial team consisting primarily of Hakuhodo employees, Kohkoku magazine presents new creative perspectives based on sei-katsu-sha insight. Revamped in 2015 under new editor-in-chief Mariko Ogata, the journal explores the theme “people who are lovable for some reason.”

Mariko Ogata
Joined Hakuhodo in 2001. Creative director and copywriter in the Creative Design Div. Main clients include Lumine, Shiseido, Tokio Marine Nichido Anshin Life Insurance, Nissan, Ne-net and Tiffany & Co. Published first novel in 2010. Editor-in-Chief of Kohkoku since the January 2015 issue.


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